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Max Dubinsky came to Winston-Salem eight years ago. Since then, he’s woven himself into the fabric of the community, running a menswear shop on Trade Street and one of the most popular markets in town.
September 29, 2026
The Backstory
Max and his wife, Lauren, moved to Winston-Salem from Los Angeles in 2018 after she was offered a job here. Max, a video editor by trade, quickly noticed something missing: the walkable, neighborhood shopping he’d left behind in L.A.
The Early Days
In 2019, Max set out to fill that gap, launching Fancy Groceries as a pop-up at Winston Junction Market, selling men’s accessories like ties, socks, and hats. The pandemic put it on pause, but not for good: in 2021, the new owner of Ardmore Barber Shop invited Max to set up inside, and the accessories side gig grew into a mini clothing store.
There was just one issue: no one expected to find a clothing store inside a barber shop. So Max got creative and started a market in the tiny parking lot out front to draw people in. Dubbed Sunday Socials, the market ran from summer 2021 to summer 2023 and featured produce vendors, street food, and live music.
- “Those got so popular that… there would be a line down the block of people trying to get in,” Max said. “The capacity was so small, but hundreds of people started showing up.”
Fancy Groceries took its next step in 2024, landing its own storefront on Trade Street (562 Trade St NW, Winston-Salem) with triple the space it had at the barber shop.
Fancy Groceries Today
Inside Fancy Groceries, you’ll find men’s clothing made from natural materials like linen, wool, hemp, and cotton. Max carefully vets every brand he carries, looking for transparency around factory conditions, wages, and healthcare. The community has fully embraced the shop — Max regularly hears customers say they’d been waiting for a menswear store in Winston-Salem for years.
The rustic interior, coffee menu, and open invitation to just hang out have turned regulars into friends.
- “I love how many regular customers come in every day just to have a cup of coffee and ask us if we’ve seen any good movies lately,” Max said.
Bringing the Market Downtown
When Max first moved onto Trade Street, his shop was one of the only businesses open on Sundays. He started wondering if he could bring the energy of Sunday Socials to the heart of downtown, which led to the creation of Trade Street Farmers Market.
The first market was held in October 2025 and had 14 vendors. Nobody knew if it would work, but it turned out to be a huge success, with every vendor selling out. Now the market has 42 vendors, with a regular crowd of around 3,500 people.
The market takes over Trade Street the first Sunday of every month from 10 AM – 2 PM, with food trucks, live music, and tables and chairs lining the street for anyone who just wants to hang out.
What’s Next for Max Dubinsky
Max recently announced Fancy Groceries for Her, a pop-up women’s clothing store next door that’s expected to open in mid-October. It’s planned as a holiday pop-up, but Max said it could become permanent.
As for the farmers market, the goal for now is just to keep it going. Max said he isn’t opposed to going weekly or expanding to the next block, but that would require full-time staff because he and a small group of volunteers are the only people currently making it happen.
Q&A With Max Dubinsky
What are his thoughts on Winston-Salem?
Max said that Winston-Salem has grown and changed so much since he and Lauren first moved here, but he feels there’s still work to do to keep people coming back downtown.
What would he bring downtown if he could?
An art supply store and a hardware store.
What are some of his favorite spots?
Lesser Known Beer Co., Low Five Analog Archive, Little Pep, Visual Index, Noodle Ju’B, and Chad’s Chai.
