For us, the decisions that go into choosing fits, colors, washing, threads, screen prints, embroideries, and enough velcro and buttons to drive you crazy are never taken lightly. Our attitude about making clothes has always been to make stuff for ourselves and our team to wear, in fact a main sticking point in our business plan has always been to evolve the look of our brand along with our own personal tastes.

When we first started Reason with printed t-shirts, the idea that we were our own target market was crucial to us. Over the years, as our personal styles have changed, those changes have been reflected in the clothes we make, but the basic strategy has always stayed the same. When there’s a wardrobe staple that we can improve on, or a piece of apparel that we or one of our friends need in our lives that no one else makes, we go through the decisions that I started this post off with knowing that we are our own harshest critics.

Even in our naïve beginner days knew that the only way we could truly believe in our own brand would be if we could satisfy the picky tastes of ourselves and our friends. Big companies follow trend forecasts, corporate manifestos, and chase sales goals, but to us, that feels forced and completely unappealing. There’s always a reason behind the clothes we produce. The items we bring you every season all have stories behind them, down to every last snap, and this season is no different. T-shirts, fleece sweatshirts, denim, and headwear from the Built To Last collection are now loaded in our Online Shop. Take a look here and see what you think.

Also, here’s a preview of the first image from our FW’2010 lookbook shot by Michael Avedon-