Reign Opens in the Meatpacking District

Santino LoConte believed there was something missing from the men’s retail experience in New York.
“You have your department stores, but I’m not a fan of the large format shop-in-shop. It’s a little overwhelming for me to go to Barneys and walk through multiple floors of men’s product,” said LoConte, who is 29. “They do an excellent job, but it’s not a one-stop shop for someone with a certain aesthetic and a certain fashion sense.”
The 1,600-square-foot store, which will open to the public on Oct. 19, is located in the Meatpacking District at 807 Washington Street, which used to be occupied by Nicholas Kirkwood. The space is minimal with a 12-foot circular skylight and a courtyard that will be used for a variety of activations and exhibitions.
The shop is 60 percent ready-to-wear, 30 percent footwear and 10 percent accessories. LoConte has stocked the store with brands including R13, Mr. Completely, Tim Coppens, Public School, Stone Island, Kappa and Maharishi. Going forward the boutique will also carry Issey Miyake’s Pleats Please collection, Alexander Wang, Alexander McQueen, Balmain, Martine Rose, Rick Owens, Our Legacy and Juun.J, which isn’t being sold at any other retailers in New York. LoConte has plans to integrate more high-end

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