If you didn’t know already (in which case you need some coffee, girl), fashion parodies are everywhere right now! From snapbacks to t-shirts to beanies, everyone has been rocking the mock designer threads and the boys over at Reason clothing are one of the main sources of the craze! We got to sit down at the company’s East Village store with Jon Totaro, one of the co-founder’s of Reason (along with his business partner Phil Basis), and find out the reason for Reason. Check it out below!
So tell me a little bit about yourself and how Reason came to be…
Well, I’m from New York City, born and raised. Me and my business partner, Phil Basis, we started Reason clothing about 8 years ago in small 2 bedroom apartment only a few blocks away from here on 10th street and Avenue A. We were screen-printing t-shirts in our living room and sold them to a couple of cool stores in lower Manhattan. It kind of snow balled from there, we created a full line and opened several stores.
Where did the name Reason come from?
Reason comes from an argument I remember having with my parents. I was asking them what their reason was behind some decision they made. It kind of just stuck in my mind. Reason is a reason for myself and everyone who works for us to get up in the morning, to go to work, and to try hard to create a brand from basically nothing.
Fashion parodies are really popular right now! Why do you think the youth of the world are into it?
I mean, I think they love it because it allows consumers to buy into high-end design that they normally wouldn’t be able to afford. What were doing is creating high-end designer fashions in a budget that works for most people, and we’re touching fun at brands that we’ve grown up with, that we’ve admired for years, and just finally made it more affordable and easier to wear. Brand like Hermes, Dior, Louis Vuitton, Chanel, they don’t make t-shirts, ya know, that’s what we do. We make t-shirts and we poke fun at everyone. We also don’t just make fashion parodies, we make alcohol parodies, band t-shirts parodies, we like to poke fun at everyone.
I know you guys have probably gotten in some trouble with the big labels you’re making fun of. Any worth mentioning?
Yeah, I mean we get cease and desist letters on a weekly basis. I wont disclose any other details lol but yes, its part of the business. If you ask anyone in street wear, it’s just part of the business.
Check out the boys East Village store located at 436 East 9th Street and pick up some merch!
