We did a photo shoot for Zink Magazine yesterday at Gold Bar featuring our ‘posse’ of Jon and I, Jesse, Kirill, Julian, and Jon Lennon. The issue should hit newsstands sometime this spring.

The last of my Los Angeles photos.

I’ve been out in Los Angeles doing some secret missions, researching, and cool-hunting for the past couple days.

I won’t bother with the streetwear stores, instead, here’s my personal favorite, Mr.  Freedom on Beverly BLVD. A literal plethora of garmental goodness.

Spent some quality time with our west coast marketing guru and part time mentor, Jesse Lee from DubFrequency. Jesse rules at life and knows more about the nightlife/culture/marketing/music/clothing industry in your city than you do.

For some reason we’ve been seeing a influx of fake versions of our trademark Go Love Your Own City tees recently. In the past couple months the counterfeiters have even gone so far as to copy our little ‘All Rights Reserved, All Fights Deserved’ detail at the bottom of our graphic. It’s kind of crazy to think about some bootlegging sweatshop somewhere scanning our shirt to copy a detail like that. We’re not bitter though, at least their still a few steps behind on the New Era fitted.

I’m twenty three years old and until last week I’d never been through an automatic car wash before. Now all I can think about now is opening a car wash that’s like riding through a scary amusement park ride. How come no one bootlegs these ideas?

Textures…

Lastly, here’s a great one of the lights set up to illuminate the tents at Bryant Park for fashion week. I’m in LA now, see you tomorrow…

Our friends just opened a new restaurant on 12th street in Manhattan’s East Village called the Northern Spy Food Co. They focus on local products from the Northeast, sustainably produced meat and fish, and raw and organic ingredients. We stopped by for lunch this week and it was great. They don’t take reservations, but next time you find yourself in the neighborhood you should stop by and check it out. 511 EAST 12th ST NEW YORK, NY.

This sale only happens two times a year, and when it does, it’s only a matter of time until the racks are cleared. Ready? Set. Go.

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 kirillwashere.com, 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!