Dressing Denver

August 2001

Max Martinez, MAX

Behind MAX lies a love of Denver and a deep respect for women. “I want women to feel special and beautiful every day. Women have so many pressures – family, jobs, motherhood – and I want to make a difference in their lives,” says Max Martinez, owner and founder of the 16-year-old women’s boutique.

Although now located in Cherry Creek and off the Pearl Street Mall in Boulder, MAX originated on Larimer Square. While the location lasted 11 years, Martinez says it was never right. Cherry Creek, he says, is perfect for the Denver store. “This area is central to women; anything to do with beauty is here.”

The MAX customer is a woman who has fashion know-how and style. And Martinez says that the core of his business hasn’t changed over the years. “The fashion scene has always been here. There have always been smart, tasty women, now there are just more.”

The biggest change in Denver fashion is the work philosophy. “Women don’t have to wear suits anymore. Women are getting into higher positions and they’re coming into MAX and buying beautiful, well-made clothes.”

Over all, Martinez says fashion is what makes a woman feel sexy and beautiful. “If Tammy Faye eyes and leggings make her feel sexy, then good for her.”

MAX, 3039 E. Third Ave., 303-321-4949.