Reason, of The Diplomats as The Ramones T-shirt fame, finally opened up a permanent shop in New York City's East Village. The video above gives us a behind-the-scenes look at how the founders set-up shop. Check out the Reason team handpainting and varnishing old wood, setting up displays, counting money, and sketching new designs. Visit the store if you're in the 'hood:
436 E 9th St.
New York, NY 10009