Reason Outpost – LOST GEM
We had to switch gears when we walked into a boutique for the style-conscious man. What a pleasant change. The racks and shelves are decorated with the full menswear and accessory line, Reason, as well as vintage clothing and other random knickknacks.
Emily, the extremely friendly manager, took a moment to tell me more about the store. Though the brand has been around since 2005, the store itself has been in the neighborhood since 2012. Emily explained to me how Reason has expanded and evolved: in its early days, the line consisted of t-shirts, but it has now grown to include cut-and-sew garments and pieces that show more effort and attention.
There is a big emphasis on New York. “We take a lot of pride in our city,” Emily told me. The hip hop and skater culture that infuses urban life is evident in many of the pieces. The store sees quite a few loyal customers and regulars, though Emily informed me that they receive a lot of international tourists, since Reason is especially big in Thailand and parts of Europe. The brand also revels in humor, with parodies of popular brands, like “Homies” for “Hermes,” “Drama Queen” for “Prada,” etc.
It is a youthful, exciting brand. Ultimately, Emily said, Reason is about “being free and fun and yourself.”