Streetwear and technology could be considered the defining characteristics of our generation. As we become a culture more on the go embracing the convenience of smart technology and the comfort of fashionable streetwear is almost a no-brainer. If we take a look at the most famous fashion influencers, we’ll see comfortable styles with an edge and lives fully immersed in the digital world. It’s about projecting the right image and sharing a lifestyle. Fashion influencer Santino LoConte is taking this cultural phenomenon up a notch with his digitally inspired store and lifestyle brand REIGN.
REIGN is a retailer and lifestyle brand and was founded in 2017 by Santino himself. An edgy and unique fashion influencer, Santino was inspired to bring a new shopping experience to a discerning type of customer. REIGN sells a curated mix of ready to wear fashion, footwear, and accessories to high-end and celebrity clientele. The modern shopper is looking for an integrated experience, and that is what REIGN delivers.
We are stimulated everywhere we look whether it be through social media, advertising, or traditional media and Santino understood that today’s shopper is looking outside the distractions for creative options that work in their daily lives. They are looking for luxury brands that “get them,” and REIGN has been delivering on this experience with their technology-driven store in the West Village. Santino partnered with Samsung to build a visual-tech system that enhances the customer experience by sharing exclusive content available only in-store via the brand’s custom app. The REIGN app is unprecedented as it finally merges e-commerce with brick mortar. Concepts that traditionally worked against each other, Santino built an experience where they complement one another.
REIGN is disrupting the retail scene, and major brands have taken notice. REIGN works with some of the most in-demand brands of our time, including Adidas, Alexander McQueen, Puma, Reebok, Yeezy, Vans, and more. The stunning retail space is Instagram worthy on its own. A 1,600 square foot place with an equally large private courtyard and 12-foot skylight, REIGN’s flagship store brings a clean and modern look seamlessly combined with its high-tech experience. By understanding how technology paves the way for influence, Santino has successfully built REIGN as the new name in luxury streetwear and sneaker culture.
A native New Yorker, Santino grew up working in his grandfather’s shoe store in the West Village. Somewhat of a family legacy, Santino explains, “I’ve had the unique opportunity of watching trends develop over time. The advance of technology combined with retail has always stood out to me, and REIGN will continue to evolve and grow with our customer base.” Indeed, a brilliant concept for a new age of shoppers, REIGN also has an extensive online store and a location at 10 Corso Cosmo in New York. With his finger on the pulse of technology and fashion, Santino LoConte is building a brand designed for the future.