Reason Clothing‘s Fall/Winter 2010 “Built To Last” collection, featured in a lookbook released this week, represents a major step forward for the New York City-based label. From a fledgling streetwear company founded in 2004, the brand has matured into a full line of menswear, with this season’s collection rounded out by a leather jacket, a varsity jacket, and an assortment of knit and woven tops, premium denim, and accessories.
The overall aesthetic of the line is casual wearability, with a nod to Reason’s streetwear roots. As a bonus, the lookbook for the Built to Last collection was shot in New York City by Michael Avedon, grandson of the late famed fashion photographer Richard Avedon. You can find the Reason Fall/Winter 2010 collection at over one hundred boutiques worldwide and through the brand’s Online Store.