Behind the brand
Not since Justin Nurse hijacked the Black Label logo for his controversial “Black Labour White Guilt” T-shirt have we been this excited about a clothing brand’s wit and tongue-in-cheekiness.
Founded in 2004 by award-winning fashion, web and graphic designer, Philip Bassis, and Jonathan “DJ Price” Totaro, whose eclectic mixes blend technical skill with an encyclopedic knowledge of music, the culture-jamming mens and womenswear line, Reason Clothing has been churning out T-shirts, caps, woven shirts, knitwear, premium denim and outerwear that make us smile.
However it’s their graphic tees that anchor the line by flipping classic logos into something fun and wearable. The messages such as Paid in des Shade (Play by Commes des Garçons), Vague (Vogue), Homiès (Hermès), and then a bunch of other riffs on everything from Nirvana to Coca-Cola, are either a lowbrow comment on high fashion or simply silly street statements on big branding.
Whatever, the brand is more than just a LOL generator, and what makes Reason different from the flea market selling punny T-shirts is that these items are seriously high-grade, and made to last. Think quality fabrics, tailored fits and strong attention to detail. Stuff that’s produced in limited quantities and with many pieces coming individually numbered.
By combining runway-sharp design, pop-culture wit and Reason’s decade-long NYC heritage, the collections are at the same time comprehensive, mature and mischievous.
Following in the footsteps of streetwear brands that the founders grew up with – Supreme, Stussy, Freshjive and Fuct - the brand draws heavily from their city – New York! New York! – giving subtle nods to daily life in the Big Apple. With a clear understanding of their audience, Reason offers the urban dweller an aggressive yet refined collection that mirrors their lifestyle.
The cool-as-you-like brand has opened more than a dozen pop-up shops around the world, and their flagship in NYC has been featured in The New York Times, Nylon Magazine, Complex, WWD, Lucky, Details, The Source, iD and Mass Appeal.
Loved by all, from hipsters to geeks, the edgy brand allows the wearer to channel that indomitable NYC style, and with the likes of Diddy, Miley, Kid Cudi, Diplo and A-Trak rocking the gear, you know you’re in good company doing the same.