Photography by Kristi & Scot Redman

How Dallas Dresses: Baxter Box

For him, fashion is both business and pleasure.

In 2011, Baxter Box and his girlfriend (now wife), Amber Venz, founded a fashion technology company called rewardStyle that helps bloggers monetize their websites. The business blew up. Three years later, the Dallas native is still surprised he’s working in the fashion industry. “I come from a technology and finance background,” he says. “I never imagined that I would be thrown into the fashion world, but I absolutely love it.”

Even if his career had taken a more traditional direction, Box would still have a sharp approach to dressing. He is passionate about Italian designer suits, but not so much about wearing socks. 

“My style is very laid-back,” Box says. “Whether I’m wearing jeans and a button-up with no socks and Vans, or a Cucinelli suit with Ralph Lauren shoes without socks, I like to look and feel laid-back regardless of the event or the time of day.” 

When he and Venz married earlier this year in Cabo San Lucas, Box donned a tuxedo and dress shoes with—you guessed it—no socks. “I think it dresses an outfit down a notch without taking away from the occasion.”

And while he (naturally) does the majority of his shopping online, his favorite item of clothing comes from local designer department store Stanley Korshak. “There is nothing better than a nice white shirt,” Box says. “Brioni is the brand I can’t live without.” 

Box finds favorite pieces and style inspiration from European labels, but it was important to him and Venz to keep rewardStyle a homegrown company. “Dallas really fits Amber’s and my personality,” he says. “We made a very conscious decision to stand our business up in Dallas, because we are proud of where we are from.”

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