Santa Rosa costume shop Disguise the Limit marks new chapter this Halloween

For more than four decades, Disguise the Limit has been Santa Rosa's one-stop Halloween shop. It's where generations of trick-or-treaters and partygoers have gone to buy and rent outlandish costumes and purchase makeup and other novelties for the spooky season. It has also been a spot for people to find creative and custom clothes during the other 11 months of the year.

Located on Fourth Street in Railroad Square since 2012 and owned by Sonoma County artist and crafter Jenny DeYoung since 2016, the shop more recently has survived the pandemic and jitters over its lease. It celebrated its resilience with a grand reopening party at the beginning of the month, said shop manager Iliana Sanchez.

"We were excited and grateful to be able to stay here, because we really made this home," Sanchez said.

In April 2021, the previous owner of the building decided to sell. For a month, it looked like DeYoung and the staff at the store would have to downsize and relocate.

The Press Democrat reported on the situation, prompting Ken Lafranchi, who operates a local architecture and development firm, to buy the building for $800,000 and allow DeYoung to stay.

"She (DeYoung) is passionate about her business, about keeping heart in the community," Lafranchi said at the time. "I think she's a great ambassador for Railroad Square."

As part of the recent reopening celebration, the store unveiled two large interior murals painted by local artists. The murals adorn the store's east wall, above a massive display of neon-colored wigs.

Graffiti artist Spencer Danelia created a 20-foot banner draped across the wall and inspired by "The Rocky Horror Picture Show" that reads "Don't dream it, be it." Local artist Lloyd Thompson created an equally large mural depicting David Bowie from his role in the 1980s fantasy film "Labyrinth," along with several of the goblin creatures from the film that were originally created by Jim Henson's Creature Shop.

In addition to the recent renovations and fresh paint, the store is gearing up for its busy Halloween season, stocking the racks with all manner of costumes, props, theatrical makeup and more.

"People come to us to get things you don't see anywhere else," Sanchez said. "We care about each item in the store and we want the customer to be their best selves, dress as elaborately as they want and go all the way, because why not?"

Sanchez said the most popular costumes locally this year are space-themed, with customers grabbing up astronaut jumpsuits and helmets, "space cowboy" attire like metallic cowboy hats and reflective and holographic clothing that looks out-of-this-world. The store also specializes in steampunk clothing, which Sanchez said is always popular, especially with Burning Man festival enthusiasts who visit the store.

Sanchez added that if a customer comes in with an idea, the creative staff at Disguise the Limit will do everything they can to make that idea come true.

"We like to consult with people, and if we don't have it here in the store, we try to make it," Sanchez said. "Everyone here is an artist. A lot of the time in the offseason you’ll find me working with hot glue guns, fabric hats, all kinds of baubles, feathers and gems."

From what Sanchez has seen, customers are ready to go all out for Halloween. Last fall was the busiest season she has seen at the store in 10 years of working there.

"We were wiped out at the end of the month. It was insane," she said. "We’re anticipating another big year. People are more comfortable going to parties, hanging out with friends and being more social" now that the height of the pandemic has passed.

Along with the costumes for sale and rent, the store has revamped its Haunted Couture room, where customers can come in for old-timey photo shoots under the "Book of the Dead" and other gatherings starting at $40 an hour.

"If you do a little history research, there was a lot of post-mortem photography (in the 1800s), and we’re shining a light on that," Sanchez said. "You can choose to pose dead or alive, and we dress you out of our period-clothing costume rentals."

Even though people associate Disguise the Limit with Halloween, the store sells costumes and props for all kinds of events and holidays throughout the year.

After Halloween wraps up, the store will prepare for the winter holiday season with a Winter Wonderland set, where Santa Claus will visit for photos.

The store also dresses customers in Victorian and steampunk costumes for Bay Area wintertime activities like the Great Dickens Christmas Fair in Daly City in November and December and the Edwardian Ball in San Francisco in February.

In the summer, the store helps customers get ready for music festivals and events like Burning Man.

Throughout the year, Disguise the Limit encourages people to dress more fun every day and to dream big.

"We are more than a costume store. We are an experience," DeYoung said in an email. "We are trying to bring something to the community that everyone can enjoy and benefit from, such as ‘Book of the Dead’ photos and classes like our hat-decorating classes that are offered year-round. These are things that a brick-and-mortar store can offer."

This month, Disguise the Limit is open from 10 a.m. to 6 p.m. Monday to Thursday; 10 a.m. to 8 p.m. Friday and Saturday; and 11 a.m. to 4 p.m. Sunday. For more information, go to disguisethelimitsr.com.