10Deep figured out the best way to draw people to an event in Brooklyn on one days notice- catering from Luke’s Lobster and an open bar. All in celebration of their new collaboration sneaker with Reebok. Thanks guys.


Later on, down at Saturday’s on Crosby street. Saturday’s definitely has an interesting niche going for them; surfboards, apparel, and espresso definitely makes for a unique product mix. All tucked away in a tiny, nondescript storefront on a relatively quiet SoHo street.


Saturday’s Surf is located at:
31 Crosby Street
New York, NY 10013-2637


I picked up one of those underwater disposable cameras a few weeks back, didn’t pay much notice to the fact that it didn’t have a flash, shot the entire roll of pictures I was sure were gonna be magical, had them developed, and got back 27 pieces of blurry 4“ x 7” semi-gloss photo paper.

Lesson learned. Flash is important. Nonetheless, this insanely great article on Photojojo about 20 Ultimate Ways To Use A Disposable Camera just inspired me to buy a case of ‘em so expect more to come.



Yesterday we officially released our Alma Mater Varsity Jacket in the Online Store.

People have been pushing us to make a varsity jacket for years. We’ve always held back because it was important for us that when we made a varsity, it had to be perfect. We kept the design clean and simple, no patches or gaudy embroideries, and focused on investing in quality leather and wool materials, a fitted cut, color choices that would work with almost any outfit, and the best sewing and construction possible. Everything about this jacket is fine tuned to perfection, down to the custom REASON garment bag it comes delivered in, and we’re excited to offer it to you today.

Here’s the official press release:

The REASON Online Shop has just been updated with the highly anticipated Alma Mater Varsity Jacket. The simple and classic silhouette comes constructed in a grey Melton Wool body fabrication, offset by rawhide leather sleeves and pocket detailing, and a fully quilted satin lining. The jacket is highly limited and available exclusively through the Reason Online Shop and select retailers now for $249.00 USD.


  • 100% Melton Wool Body
  • Genuine Rawhide Leather Sleeves
  • Slim Cut For A Flattering Look
  • Quilted Satin Lining
  • Black Snap Button Closure
  • Comes Packaged In Custom Reason Garment Bag
  • Each Piece Comes Hand Numbered And Inspected



Just a quick update today while we reconcile the books for our 2010 taxes.

Stickers at the NoFavorite office.


Questlove of the Roots spinning the final night of BigFun, the New York City party that wrapped up this week after two strong years.


That’s all folks. I wasn’t kidding about how short this would be. See you tomorrow.


Here’s a preview of a new item we’ll be releasing this upcoming season, the Reason Three Day Weekender Bag.

Constructed from a distressed brown rawhide leather for a worn look, fully lined for strength, and sized specifically to fit enough for those long summer weekend trips.

More info including price and release date coming soon.