Living in this world of fashion and trends, people from all around the globe want to stay up-to-date with the latest styles. There are people who want to keep up with the trend. But there are also few who wish to set the trend and change the face of fashion.
Santino LoConte is the founder and creative director of the Reign Company. It is a boutique in New York which sets trends for people to follow when it comes to the category of worldwide streetwear and labels for sneakers.
How did it all start?
LoConte spent his childhood around footwear. At a young age, he started working in his grandfather’s shoe store in West Village, and it was his first gesture to understand shoes and fashion together. He decided to take up a career in this niche and became very curious to know more about footwear design. He became interested in how people expressed their feelings regarding particular brands and streetwear.
It entirely didn’t happen in a few seconds. It took several collaborations for LoConte to establish himself and his company in the market. LoConte collaborated with companies like KITH, DKNY, Atmos on sneaker projects.
He analyzed the differences and problems in the market and decided to take his own chance. Santino launched his company Reign in the year 2017, which would bring about a difference in the laid behind vibe.
Fashion in footwear is in LoConte’s blood. His company is a famous hub that offers customers a different level of brand exposure by combining streetwear and luxury. Walking into the stores of Reign means feeling creativity all around you. It is not just like any other store; it is an artistic declaration and also a definition of the way of experiencing life.
Reign in collaboration with Samsung is the sponsor for the New York Fashion Week. The main focus of this company is to satisfy customer needs. The team of Reign has also collaborated with other industry competitors such as Thom Browne, Rick Owens, and Issey Miyake.