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Meet the New Egalitarian of Sneaker Drops

Santino LoConte has learned a few things since starting Reign, a Meatpacking District men’s wear store that opened last October.
First, limited-edition releases, or drops, generate the most sales, and second, building a community and offering a service are essential to the long-term success of the store, which has a partnership with Samsung C&T Fashion Group that is a minority investor.
That’s why he’s introduced Reign Releases, a microsite for releases and small capsules, and a Deadstock program that will reissue popular sneakers. LoConte said he’s been able to acquire these shoes and hold on to them because of connections within the industry. LoConte was previously the head of global product collaborations at Pony, and his father, Anthony LoConte, owns Unlimited Brand Group, formerly named Anthony L&S, which arranges licenses to manufacture footwear for Pony along with Etonic, G-Star Raw, Levi’s and U.S. Polo Assn.
This program’s first round of releases includes the Adidas Yeezy Boost 700 “Wave Runner,” the Adidas Futurecraft 4D and the Adidas HU NMD “Holi Festival.” LoConte said within 48 hours of unveiling the program, 23,000 people signed up for a chance to purchase the Wave Runner and they will be notified if they’ve been randomly selected to purchase

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Via:: https://wwd.com/menswear-news/mens-retail-business/meet-the-new-egalitarian-of-sneaker-drops-1202738651/