Now that we’ve settled in to our new home here on the internet it’s only right that we thank some of the great people who made this new look of ours possible:


Anthony is responsible for writing about 90% of the code on this new website all by himself. He’s a literal prodigy when it comes to all that www-web.html/backend/javascript kind of stuff.


You probably recognize Phil Wong by now. Anyways, in addition to gracing more than one REASON lookbook with his trademark look, he also designed the trademark REASON top hat logo you see everyhere. Oh. And he did the cover for the DJ PRICE, My Name in Lights mix-tape. So uhhh, 1000 points for P. Dubbs.


I already introduced Kirill back on the old site, but just for old times sake, ladies and gentlemen, Kirill Bichutsky, of, our Fall/Winter 2009 Lookbook photographer.


The last big thank you goes to Kevin from VERB CMS. Verb is the hosting and content management system that powers this website. You can thank Kevin and Verb for the seamless Online Store checkout process and neat features on all our new pages that you’ve been drooling over.


And since we’re thanking members of the team we could never live without, of course Brooklyn needs to be included.

And to everyone else who has put in so much these past couple months, you know who you are, and thank you.


If you missed any of the many updates we’ve made to the website since the upgrade, I’ll just go ahead and tell you my favorite new features.

Our re-launch seemed like a fitting time to debut a new project we have brewing under our umbrella called the Reason Redux Collection. Over time we will release REASON classics of yesteryear with slight twists and upgrades exclusively in our Online Shop as part of the Redux Collection. Our first release from the vault is the epitome of a Reason vintage, our Diplomats Parody Tee. We’ve upgraded this very limited run of tees with a slightly distressed look and printed it with a bleach discharge to give it the look of a shirt thats literally been sitting in the vault for five years.


We’ve always planned on adding a look book section to our site, but instead of just looking at pictures, we wanted to create a section where you could see what items were being worn in each image, and to give you the opportunity to buy the look while you browse. Over time we’ll continue to add our older look books into this section, but until then, just be happy that you didn’t have to code the damn thing.


Our old NEWS section was amazing, but at the same time, it was the worst thing ever. I’ve heard every complaint imaginable in regards to it: from pop-up blocker problems to jumping over posts to load time issues, and all the rest of the ones you’re thinking about now. Anyways we’re thrilled about the upgrade (especially the fancy watermark!) and we hope it keeps you coming back.

Also, don’t forget to download the free new mix-tape entitled “My Name in Lights” from our very own DJ-PRICE in the Reason Radio section.



Welcome to our shiny brand new website. There’s so much awesomeness to experience so why don’t you take a few minutes to discover it for yourself before I walk you through it? Enjoy!