Horrid is Keeping South Denver Weird

by Addison Herron-Wheeler

Starting a brick-and-mortar shop post-pandemic, and one specifically that specializes in all things horror, is a bold move, but definitely one that shop founder Emerald Boes is up to.

“We wanted a place to essentially serve as the hub for all the different things, the market, the magazine, and the events, as well as the product,” she explains.

For those not familiar, Horrid started as a photography magazine, Horrid Magazine, and a pop-up collaboration known as Horrid Spirits, spearheaded by Boer and local bone jewelry creator Kelsee Ross. This turned into vendor markets to give alternative creators a place to showcase their work, and then eventually a store. Boer runs the store and magazine with the creative design help of her brother, Jake. A lot to take on, but something Boer feels is a long time coming.

“Something that’s been really interesting about running this space is that horror and oddity collectors are often these old-school, white, male collectors. The alternative, queer community is now getting into that space, and it’s interesting to see the contrast,” Boer says.

“I identify as bisexual or pansexual; I don’t really have a preference. I just like people,” Boer elaborates. “It’s always been a huge thing within my family as well. Three out of four of my older siblings identify as queer, so it’s just always been in my life. I’ve always surrounded myself with the queerdos, if you will. Something I’ve really noticed with opening up the shop is that people who identify as queer really do love and understand the alternative community because there’s no judgment; it’s OK to be weird. I think the alternative community really embraces that. I think it’s a safe, comfortable place to explore different types of identity and interest.”

Horrid don’t just talk the talk, though—They also put in the work to make sure they’re transforming the alternative space that embraces the weird and the witchy, the horrid and macabre, into a place of equity and acceptance. From making sure they are keeping Indigenous takes on medicine and magick in mind when they sell products, to electing gender-neutral couples prom king and queen at their Dance Macabre, they practice equity and queerness in what they do.

“It feels like so often, these spaces can be white-dominated, and not necessarily look ing at how indigenous people would treat the plant. We have full moon rituals, and we do workshops, and whenever we do things like that, we are always trying to do research on how to educate people and the best way to honor practices.”

In addition to the metaphysical side of the shop and the markets and magazine the space is still involved with, the store also specializes in cute horror merch, and it houses local nail tech Yuri Serrato-Canno. The store also has a space that can be rented for photo shoots and private events, and has plans for offering on-site coffee and some other great collaborations.

“I love bringing people in and making it deliberate that I’m reaching out to people from across different communities and practices to help educate. Everyone’s welcome, and to me, that’s the most important thing.”

Keep up with Horrid at horridmagazine.com to find out about rituals, events, and other exciting developments.