Photo: Patiri Photography
Adding a little plaid and pizzazz to the yuppy Ninth and Ninth district, Helen Wade-Joice and her brother, Ian Wade, are the proud owners of Salt Lake City lifestyle-inspired clothing boutique, Fresh. Having opened up shop in July 2009, Fresh offers a perfect blend of your favorite modern apparel brands, including Matix and Obey, with a sprinkling of local flavor, like Velo City Bags. Fresh defines Salt Lake City style—bet you didn’t even know there was such a thing. Fresh may be fairly new to the scene, but Wade-Joice and Wade have been representing for the last decade—Wade-Joice was even a SLUG contributor at one point and the two have been featured in the magazine for skiing and snowboarding. Both under 30, the siblings have taken on quite the task of running an independent clothing boutique, but with passion and local inspiration, they are not only succeeding in their business endeavor, their boutique is becoming a central part of the community.
SLUG: Tell us about your first experience with SLUG Magazine.
Wade-Joice: It had to be in my snowboarding days. One of the first SLUG snowboard competitions, I just started entering those. That was probably nine years ago.
Wade: Same with me, I was probably around 14.
SLUG: How have you seen the magazine change since then?
Wade-Joice: It seems like it incorporates a lot more of the happenings in Salt Lake. I used to only think of it as an underground music magazine, now I go to it for events and anything sports-oriented that I like.
Wade: It has a good balance of music reviews, and also stays relevant to what’s going on in Salt Lake.
SLUG: What is one of the most memorable SLUG articles that you have read?
Wade: Helen interviewed Gregg Gillis of Girl Talk, and that was after we went to Seattle to see him live. That was probably my favorite, other than Mike Brown.
Wade-Joice: Yeah, Mike Brown’s stuff is always awesome.
SLUG: What is your favorite SLUG cover?
Wade-Joice: There have been so many … I think every cover is unique and cool, I look forward to seeing what they think of next.
SLUG: Tell us about the most memorable SLUG event that you’ve attended.
Wade-Joice: My favorite one was when they used to do the Junkyard Jam. Then they did the Lumberjack Jam—we have that poster framed at our house—that was pretty fun. I’d say between those two.
Wade: My favorite would definitely have to be the Junkyard Jam.
SLUG: How has SLUG affected your life?
Wade-Joice: I feel like it’s given me opportunities I could never have imagined, like interviewing musicians and local athletes. I’m pretty quiet if you don’t know me, and writing let people hear me.
Wade: I used to compete [in ski competitions] a lot up until I was 19. SLUG gave me a lot of exposure around the city ‘cause sponsors like learning that you’re doing well and competing.
SLUG: Why do you think SLUG has continued to be relevant in Utah for the last 22 years?
Wade-Joice: It stays true to its name, Salt Lake UnderGround. It supports local businesses and artists, which in turn support SLUG. It shows how strong the local community is.
Wade: It provides something a lot of places do have and a lot of places don’t. It lets people know what’s happening, which bars to go to, etc.