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[Photos via Hypebeast]
In times like these, opening your first retail store is a tricky business. Reason Clothing, a NY-based streetwear label, is taking baby steps with their new Cooper Square location, keeping it small and clean unlike other glitzier streetwear destinations.
Hitting a niche in the East Village, their early 1990s-inspired T-shirts and waterproof flannel jackets have long been a staple in other stores like Reed Space and Dave's Quality Meat, and indeed around the world, with stockists all over Asia and Europe. In addition to the grand opening, the label is currently up against major players like Nike and Stussy in the voting for URB Magazine's Brand of the Year. And, if you're headed to an ugly Christmas sweater party this season but just too cool to play along, their Blitzen tee is just the thing to begrudgingly acquiesce.