Pride Month often brings a flood of rainbow collections, limited-edition merchandise and bold declarations of support. But for Josh Ronisky, founder and creative director of Surele, queer expression doesn’t always have to arrive at full volume.
The LGBTQ+-owned fashion label has built its identity around timeless dressing, elevated silhouettes and intentional design. While many brands chase trends, Surele leans into longevity, creating pieces meant to live in someone’s wardrobe long after a season ends.
When I spoke with Ronisky, he reflected on the values behind the brand, how his LGBTQ+, Latino and Jewish heritage influence his work, and why Pride can be just as powerful when it’s expressed quietly.
Heritage Woven Into The Brand
Although Surele is rooted in multiple cultural identities, Ronisky says those influences aren’t always visible on the surface.
“It’s usually more subtle than literal,” he told me. “We’re not putting cultural symbols or identity markers on every piece.”
Instead, he says those experiences shape the lens through which he builds the company.
“My LGBTQ+, Latino and Jewish heritage influence the perspective behind the brand, the ideas of self-expression, resilience, family and individuality. Those values shape how I approach design, storytelling and the overall feeling of the collection.”
Rather than treating identity as a marketing tool, Ronisky sees it as something embedded within the foundation of the label.
“Those influences become more visible sometimes, but they’re almost always woven into the DNA of the brand rather than presented at face value.”
What Timeless Means In 2026
Fashion cycles seem to move faster every year, making “timeless” one of the industry’s most overused buzzwords. Ronisky has his own definition.
“Timeless doesn’t mean boring or playing it safe,” he said.
For him, the goal is creating pieces people still want to wear years later.
“It means creating pieces that people still want to wear years from now because they feel confident and authentic in them. Trends come and go, but good design and a strong sense of identity never really go out of style.”
That philosophy sits at the center of Surele’s approach. Instead of asking what’s next, the brand asks what will still matter.
Pride Beyond The Rainbow
Many Pride collections rely on bright colors and obvious symbolism. Surele takes a different route.
When I asked what queer expression looks like for someone whose style whispers rather than shouts, Ronisky didn’t frame one approach as better than another.
“I think queer expression looks different for everyone,” he said. “For some people it’s bold and unapologetic, and for others it’s found in the confidence to wear what feels authentic to them.”
That idea feels particularly relevant during Pride Month, when conversations around visibility often focus on what can be seen from the outside.
“You don’t have to be loud to be seen,” he added.
It’s a sentiment that resonates beyond fashion. For many LGBTQ+ people, authenticity isn’t necessarily about making a statement. Sometimes it’s simply about feeling comfortable in your own skin.
The Moment Fashion Became Personal
Ronisky says his relationship with clothing changed when he stopped dressing for other people’s expectations.
“I think that shift happened in my late 20s,” he told me. “Up until then, I was probably dressing more based on what I thought other people expected.”
As his confidence grew, so did his sense of personal style.
“As I got older, I became more comfortable in who I am and started wearing what genuinely felt like me. That’s when fashion became less about appearance and more about self-expression.”
The answer reveals a theme that runs through much of Surele’s identity: clothing as a reflection of who you are rather than who you’re trying to be.
A Family Business Built On Trust
Surele’s family-run structure also plays a significant role in how decisions are made.
“Being a family-run brand keeps everything very personal,” Ronisky said.
He credits that dynamic with creating an environment where honesty comes first.
“There’s a level of trust, honesty and shared investment that’s hard to replicate. We challenge each other, share ideas openly and always come back to what’s best for the brand long-term.”
That collaborative approach has helped the company remain focused on its larger vision instead of chasing short-term attention.
The One Piece That Defines Surele
If a first-time customer could buy only one item to understand the brand, Ronisky already knows his answer.
“I’d probably hand them a pair of our wide-leg trousers,” he said.
The piece captures the balance Surele strives for.
“They’re polished but effortless, and they can be styled in so many ways. To me, they represent the balance of individuality, versatility and timelessness that defines Surele.”
What Pride Means Today
As Pride Month continues, Ronisky sees the celebration through a deeply personal lens.
“For me, Pride is about authenticity,” he said. “It’s about being comfortable in who you are and having the freedom to express that without apology.”
That perspective extends directly into the mission behind Surele.
“Through Surele, Pride means creating a brand that celebrates individuality and gives people the confidence to show up as themselves, whether that’s loudly or quietly.”
In a season often dominated by bright campaigns and bold messaging, Ronisky’s approach offers a reminder that Pride doesn’t have one uniform. Sometimes it looks like a parade. Sometimes it looks like a statement piece. And sometimes it’s simply the confidence to wear what feels most like you.
