A Dozen Reasons To Shop At Reason
Nov 28, 2011 - by Samantha Lim
Six years in the making, Reason Clothing (who by the way is having a killer 50% off Cyber Monday sale today) is the manifestation of best friends Jon Price Totaro and Phil Bassis. What started out as a graphic t-shirt line out of their Lower East Side apartment has blown into a full range of men's clothing, showcased next to their favorite vintage finds in their newly minted namesake store on 9th Street, a mere block away from where they started.
If you've been any type of scenester this year, you know the sounds of DJ Price. A regular at NYC's model/actress watering holes the Darby, SL, Avenue, and 1 OAK or LA's Trousdale, the Beverly, and Greystone Manor, he keeps the girls dancing and the boys feeling hotter than they are. Maybe it's because the kid resonates that certain cool factor that comes with the good kind of native New Yorker: humble, unassuming, and knows how to hustle (not in the crack slinging way, but more like the 'anything is possible so I'm doing it' kind of way). We chatted with Price about his new store, what it's like to be a DJ-designer, and got some recommendations on the best new men's gear.
What inspired you to become a DJ?
I was heavily influenced by DJ AM at an early age. They way he would tell a story with his playlists inspired me to push the limits with what I can do with two records.
How do you think music + fashion go hand in hand?
Fashion and music are both influenced by each other. We listen to all types of music, from rock, to house, and hip hop. We try to make clothes for each type of customer. We want everyone to find something from the Reason line to wear.
What are 5 words that describe the Reason guy?
MATURE. SMART. STYLISH. PROFESSIONAL. SUCCESFUL.
You just opened up a shop on the LES, congrats! What's your idea behind the store and what do you hope for it in the next few seasons?
The design of the shop is modeled after that of a classic American general store. Champagne colored walls are offset by dark walnut wood floors, reclaimed antique farm fixtures, raw steel racks, hand painted signs, taxidermy, oddities, and rare collectibles.
Sounds like quite the experience. What can we find inside?
Customers at the Outpost can pour through six years worth of Reason Clothing offerings, pick through antique home furnishings, pour through the extensive collection of rare hunting and military jackets, or explore stacks of vintage tees to find the perfect old rock tour tee.
Other than vintage are you guys expanding into other brands?
Yes, in the next few seasons I hope to add some exciting complimentary brands as well as expand on our vintage selections
Your vintage selects have been killing it. How often do you restock?
Our vintage selections have been very popular. I am crazy about all the vintage jackets we have. Shoppers should come in every week and check out the rack, it changes often. What's your favorite piece in the store right now?
I love the Leather Weekender Bag. (we do too!) I do a lot of traveling to DJ, and this bag is perfect for that 1 or 2 night trip. Fits below a seat on a plane perfectly, and it looks damn good.
Do you actually design or are you more conceptual? How did Reason come about?
Our creative director Phil Bassis and I collaborate on everything. Its important to have two minds working on every piece. We came about starting Reason because we felt there was a void for good looking clothing at prices someone our age could afford. We couldnt find the clothing we wanted to buy, so we decided to make it ourselves.
What do you do in your spare time, any fun plans for the holidays?
I like to cook and I love to take my dog, Brooklyn, to the dog park. Over the holidays I plan to spend time with loved ones, eat a lot of food, sleep! Its very easy to do Christmas shopping for me, I do get everyone I know something from Reason.
Ok DJ, what are your current music recommendations?
Right now my music favorites are all over the place. I'm loving everything Calvin Harris is putting out, and I am a big fan of Meek Mills and Roscoe Dash s recent mixtapes.
We have some big plans for 2012. Were hoping to expand the Reason Outpost and move into new markets. I dont want to give away anything yet, but I am very excited about where our store will take us.