What is common between Gen Z and millennials? It is indeed their unfazed love for streetwear and sneakers. For fashion influencer and creative director Santino LoConte luxury streetwear is a passion. LoConte admits that he has been lucky to have developed deep networks within sneaker and streetwear inroads of the global fashion market.

LoConte’s opinion on sneakers and streetwear is considered noteworthy in the fashion circuits. In recent times, events happening within the proponent’s physical store and brand have attracted the attention of Forbes, WWD, Hypebeast, Highsnobiety, and other fashion press. One such development was the opening of a lifestyle brand and curated retail concept located at 807 Washington Street in New York City. In partnership with Korean giant Samsung, LoConte offers sneaker and streetwear lovers unique access to new releases such as Adidas’s YEEZY Boost 700 Wave Runner, Futurecraft 4D and Hu NMD “Holi Festival.”

LoConte puts a lot of trust in his product selections and relationships with consumers. Each product from Santino’s collections comes with a certificate of authenticity, so customers know they are getting the real deal.

Santino LoConte’s recognition as a fashion authority is based on not only concepts of sneaker and streetwear design, but also on matters of back-office support systems and industry contacts.

Perhaps the key area of creative strength for LoConte is the ability to bring together novel partnerships. His brand Reign in collaboration with Samsung is a sponsor of the New York Fashion Week. The team also works with notable industry players such as Balmain, Comme des Garçons, Thom Browne, Rick Owens, and Issey Miyake.

Much of LoConte’s flair for detail can be seen at Reign’s flagship retail store in New York which features an integrated sound and visual technology shopping system amongst a white-washed exposed brick wall, and Versailles parquet sky-light lit setting.