We are pleased to present the Reason Spring / Summer 2012 video lookbook. This film is especially important to us as it not only features the brand new Reason Clothing collection, but also the first original song released by Reason co-owner and DJ / music producer DJ-Price. Above all, I am proud to say that every element seen and heard in this video is something we’ve built. Products that would not exist in this world if we hadn’t chosen to make them for you to enjoy.

All of the apparel and accessories featured in the video were conceptualized and designed by our team. We personally toiled over every last design detail in the collection. We hand inspected each piece and signed the hangtags. Every look was styled by us and modeled by our crew. The video was shot and edited by our lifelong friends, and Price himself produced the song from scratch. Every last element of this video was made by us.

The track, entitled “Let It Feel” will release on iTunes on Tuesday August 7th.

*Shot by Homer D. Parkes, Edited by Ben Guzman