Fashion is a concept that binds the youthful population all around the world. The love of casual streetwear is what brings them together. Design powerhouse Santino LoConte counts himself extremely lucky to get through and be a part of the fashion industry. Being a fashion industry influencer, and designing a luxurious clothing line for streetwear and sneakers is Santino LoConte’s passion.
Creative Director and Founder, he is the brainbox behind Reign, a fashion boutique in the Big Apple. His boutique stands out among the rest when it comes down to sneakers and streetwear. LoConte is the owner of two fashion stores in NYC; they might look like regular retail, but their products are a real treat.
The moment you step into Santino LoConte’s Reign, you can feel the environment around you change from conventional to artistic eccentricity. The store has surpassed all ordinary and basic store standards; it is a work of art in itself. It is a fashionable and modern representation of a fashion boutique and resembles a neoteric art gallery.
LoConte focuses his designing skills on making the product look minimalistic yet self-explanatory; of its style and functionality. Reign’s e-com website allows buyers worldwide to connect with the product. He is known to bring a revolution in streetwear for providing a riveting experience to the wearers.
His store lays claim on being a nexus for luxury and streetwear products, made to proffer a more extensive choice and a better experience to the customers. Not shocking, because fashion, footwear, and creativity run in LoConte’s blood.
He grew up in New York and worked with his grandfather in West Village as part of their Shoe Store from a young age. Since then, he has been drawn to the designing and fashion world. He headed out to create a space for his idea of high fashion in the industry. His journey was not easy, like most success stories. But he believed in pressing forward, in making his dreams reality.
Santino LoConte was the Director of Global Collaborations at PONY and worked on various sneaker assignments with Barney’s New York, KITH, Atmos, and DKNY. While in this stage of life, he noticed a loophole in the designing industry and street fashion and decided that addressing it would be his niche.
After its launch in 2017, Reign is both an e-commerce and a physical store, providing the best collections on sneakers and streetwear. It has been trending ever since. Reign might have touched the sky, but LoConte has continued to be humble with his dreams. He aims to continue bedazzling the industry with one fresh pair of sneakers at a time.