REIGN is a multi-brand retailer and multi-functional lifestyle brand founded in the West Village of Manhattan, New York. It has a flagship location in lower Manhattan, and online store, and a shop-in-shop location in-side 10 Corso Como New York. REIGN was created and founded by industry influencer Santino LoConte. The store sells a curated mix of fashion products consisting of ready to wear, footwear, and accessories from globally recognized labels including Acne Studios, Adidas, Alexander McQueen, Common Projects, Converse, Greg Lauren, Maison Margiela, North Face, Yeezy, Vans and more.

Common Projects has become a ubiquitous, transcendent brand for the style conscious. Established in 2004, the brand’s considered, refined, and minimal design aesthetic remains consistent throughout their range of products, and their iconic shoe, the Achilles, continues to be the highwater mark in the luxury sneaker category. Known for its use of supple leather, robust construction, and beautiful silhouettes, the brand creates strategic collaborations with the likes of designers Tim Coppens, Robert Gellar, and eyewear heavyweight, Moscot, to introduce new takes on their highly sought-after offerings.