2min chapter

Switched on Pop cover image

The L.A. guitar shop that reinvented indie folk

Switched on Pop

CHAPTER

Ruben's Guitar Shop

Ruben went to art school for photography, but he loved the guitar. He learned how to build one specific kind of hollow body electric guitar. Ruben opened his shop on April Fool's Day 2010 in a cheap space with no idea where it would go from there.

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