42. Reason
In 2004, Phil and Jon were just a couple of New York teenagers with a T-shirt line-how serious could this project be? They'd show up to tradeshows with bright eyes and rudimentary linesheets, what could hardly be considered a threat. But then their Ramones-flipped "DIPLOMATS" tee checked, they ventured into an elaborate cut-n-sew range, and opened their flagship store in the city. With the constant reinforcement that all pieces are limited and individually numbered, Reason was the first foray into the next generation of young, progressive, streetwear.