Coming up to its 10th birthday, New York-based clothing label Reason is a fully fledged menswear line committed to producing independent, quality clothing.
From t-shirts to accessories to outerwear, garments are produced in small, limited quantities and usually numbered to emphasise a feeling of exclusivity. However, due to their rising popularity, you can now find their threads in over one hundred boutiques around the world and on a host of online retailers.
The brand is renowned for its slogan tees. Speaking to you on a higher level than your typically mass-produced, high street ‘lad’ slogan tees, the sarcastic and witty word play will be appreciated by any male who has an interest in fashion, but doesn’t take himself too seriously.
One current design that is the epitome of this ethos is the ‘Ain’t Laurent without Yves’ graphic. Most style-conscious gents will be aware that Hedi Slimane, who was appointed creative director of Yves Saint Laurent around this time last year, made the decision to change the fashion house’s name to Saint Laurent Paris. The move was considered controversial at the time as brand image is so powerful within fashion and Reason decided to capitalise on the situation with a subtle jab at the industry. Other similar brand hijacks include ‘Homiès New York’, instead of Hermès Paris, and the defacement of the VOGUE logo to yield ‘NO CLUE’.
The tongue-in-cheek humour has so far been clever and subtle – as far removed as possible from the tacky ‘Bang Tidy’ or ‘Female Body Inspector’ pieces some continue to sport. Let’s hope it stays that way.
You can shop the latest range at ASOS.
Looking good isn’t important, it’s everything.