TABLE OF CONTENTS

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Brand Intro Brand Mood Brand Story Brand Attributes Brand Categories He is... She is... Branding Message Campaign Retail Environment Online Home is...

BRAND INTRO
REACTION men and women have their sights set on big things. REACTION is the gateway into the world of Kenneth Cole. REACTION is a lifestyle. It’s an aspirational look into the minds of creative types — hard-working and full of opportunity; young adults and the young-in-spirit of all sorts. KCR tells a story of a certain, widely appealing lifestyle — that of an independent, exuberant person who values quality while seeking style and originality.

BRAND STORY
There once was a shoe. And that shoe gave birth to a dream. And that dream gave birth to Kenneth Cole. And Kenneth Cole rebelled against the norm and caused a REACTION. REACTION is the brand of the creative class. It’s not the 1% and it’s not quite the 99. It’s the people who brand themselves; the ones who used to sit at the back of class who now rank as society’s tastemakers. They value quality and reliability — style and substance. They seek out the cool and the carefree — timelessness and trendiness all at once. REACTION works on Main Street and in Manhattan, in a converted San Francisco loft and in a Berlin co-op. There’s personality in the details, style in the silhouettes, and a value association built into the brand. REACTION shoppers utilize convenient shopping opportunities (boutiques, online, the mall), but they look like that runway-meets-real-life ideal that everyone secretly strives for. REACTION stands out as the beloved staple of the creative class and of those who aspire to join its ranks. It’s big city without excluding the countryside; it’s fashionably global with an eye toward the needs of the everyday dresser. REACTION embodies the best of a modern clothing brand: Dreamy with a day job; optimism without naïveté; big ideas in the pursuit of even bigger things.

CONNECTED MODERN

BRAND ATTRIBUTES
EFFORTLESS ASPIRING

OPTIMISTIC EXPRESSIVE CREATIVE

SPIRITED INDEPENDENT AMBITIOUS

COOL

KCR

BRAND CATEGORIES

BRAND CATEGORIES

REACTION TOGETHER
(Casual Weekend)
Instant favorites for some of life’s best moments, Reaction TOGETHER looks take casual to a new level of refinement and effortless chic. Whether the weekend calls for brunch and a movie, shopping and lounging, or relaxing at home with someone special, Reaction TOGETHER makes kickedback look better than ever.

BRAND CATEGORIES

REACTION DAILY FEED
(Wear to Work)
Functional staples for work and play. Reaction DAILY FEED looks have you covered from the office to the evening. Perfect hybrids rooted in classics and musthaves, Reaction DAILY FEED pieces make an active life easy, and they’re as addicting as Instagram.

BRAND CATEGORIES

REACTION SCENE
(Night Out)
Cool statement pieces for when you want to see and be seen. Totally on trend and attainably aspirational, Reaction SCENE looks are all about going out, weekend nights, dinners and drinks, fun friends and new encounters.

OPTIMISTIC

MODERN ORIGINAL COOL ASPIRING

UNEXPECTED

He is...

CONNECTED MOTIVATED CREATIVE EFFORTLESS

VIBRANT

EXPRESSIVE

PLAYFUL INDEPENDENT AMBITIOUS SPIRITED PASSIONATE

MEN’S REACTION
The REACTION man is connected and cool. He is the life of the party and the hardest worker in the office. He excels and wants to project confidence with the clothes on his back. He pays attention to detail, whether it be with his work projects, creative pursuits or athletics. He looks for that same detail in his clothing. Details that show his personality and set him a step or two above the rest. He likes his clothes to be built to last with a trustworthy name, but still carefree and contemporary. He dresses for the occasion and needs his clothing to perform in a variety of environments. From his go-to suit to his favorite worn-in jeans, KCR defines him at every step of his daily game. The REACTION man is the new urban-minded and idealistic man. He is a global city seeker, inspired by the streets and his community — he is a do-er, creative, and aspirational at heart. The REACTION man is a leader of the new creative class!

MEN’S PRODUCT STORIES
REACTION TOGETHER
REACTIONARY LINES HARD-WORKING HENLEYS REACTION GRAPHICS SUNDAY FLEECE DAILY SHIRTING MODERN MILITARY RIVINGTON JACKET

REACTION DAILY FEED
STAND BY YOUR STATEMENT CONTRAST CREWS COOL COVERS CHANGE OF (TEXT)URE KNITS KCR DAILY SHIRTING DASHING TWILLS BLAZERS/JACKETS IN THE FIELD

REACTION SCENE
SKILLED SUITING NIGHT KNIT SCENE BLAZER UPTOWN COAT

KCR DENIM
THE DENIM STUDIO

OPTIMISTIC ORIGINAL UNEXPECTED

MODERN

CONNECTED ASPIRING COOL VIBRANT

INDEPENDENT MOTIVATED

CREATIVE EFFORTLESS SPIRITED PLAYFUL THOUGHTFUL PASSIONATE EXPRESSIVE

AMBITIOUS

WOMEN’S REACTION
The REACTION woman wants it all. She is creative, cool, motivated and primed to succeed. She’s an overacheiver, a touch sarcastic, urban-minded and likes a good challenge whether it be at work or with a special someone. Her clothes express her vibrant sensibility and everyday life. She demands comfort but likes a little attention. KCR makes it easy to express herself while capturing her spirit and functioning in her busy lifestyle. This girl’s got a passion for dressing! She enjoys staying on trend and is an educated shopper. From her morning dash to the coffee bar followed by a chaotic day at the office…and then off to the city for a bite and a night of friends, connections and, of course, reactions… just how does she have the time? The REACTION woman is the new urban-minded woman. She is a global city seeker, inspired by the streets and her community — she is a do-er, creative, and aspirational at heart. The REACTION woman is a leader of the new creative class!

WOMEN’S PRODUCT STORIES

REACTION TOGETHER
GET-TOGETHER DRESSES GATHERING BLOUSES THE HOLIEST OF KNITS SATURDAY KCR STRIPING EASY JERSEY FLEECE GALLERY MUSEUM SHORTS GET REACTION T’S JUST RIGHT JACKET

REACTION DAILY FEED
RITUAL DRESS WORKFLOW WEAR BUTTON ME UP BLOUSES STREET WARRIOR TROUSER TEXTURE TRANSFORMED REACTION TRIMMED RITUAL SKIRT BODY REACTION KNITS CONNECTED OUTERWEAR

REACTION SCENE
DRESS SCENE SHEER LAYERS CITY SKINNIES JUST ACT JACKET GET OFF MY COATTAILS SHINE ON

KCR DENIM
THE DENIM STUDIO

KCR

BRANDING

THE BRANDING

THE LOGO

Shades of grey contrasted with white backgrounds make up the primary branding of Reaction. While its elevated sibling, New York, sits in stark black and white contrast, Reaction utilizes a softer and more playful scheme. An approachable and optimistic vibe comes across via the primary branding.

LOGO

TYPOGRAPHY

ALTERNATIVE BRANDING

A POP OF COLOR GETS REACTION.

WOMEN’S: YELLOW
is the happiest color in the color spectrum. Psychologically, it stimulates the mental process and the nervous system. Yellow activates memory and encourages communication. Yellow can empower you to find your own personal strength and turn your dreams into reality.

MEN’S: BLUE

is the color of truth and strength. Blue, like the bold city sky, gleams strongly in the men’s categories. It contains a cool vibration that is helpful to the communication of the Reaction message!

DENIM: RED

is the only denim detail color any Reactionary will be caught wearing. A little Denim Red goes a long way. It’s the boost you need for the action and confidence to go after your dreams.

WOMEN’S

MEN’S

DENIM

PANTONE COOL GREY 11

PANTONE COOL GREY 4

WHITE

PANTONE 108

PANTONE 540

PANTONE 7417

CORE COLORS ARE GREY AND WHITE.

ACCENT COLORS ARE YELLOW, BLUE AND RED.

GET GRAPHIC!

REACTION BRANDING DETAILS

REACTION is all about a cheerful, aspirational message, and what better way to introduce those visual thoughts than to incoporate them into the labels, hangtags and product details. Let’s spread the REACTION!

KCR

MESSAGE

ARTIST: ANTHONY BURRILL

KCR

CAMPAIGN

KCR

RETAIL ENVIRONMENT

STORE ENVIRONMENT

THERE’S ALWAYS REACTION IN-STORE

The REACTION instore environment is expressive and artfully optimistic. The space is inviting, with curated ‘zine and book racks, pedestal-like chairs, objects to look at and artwork on the walls. Clean and whimsical with an urban sensibility, the REACTION space makes use of every detail, from sculpturelike center racks, neon lit messages and signage, down to interesting shelving and displays. The goal is to inspire without intimidating. We just want you to get a REACTION in the space we curate.

KCR

ONLINE

KCR

HOME

COMFORTABLE

MODERN ORIGINAL

WELCOMING EASY CALMING RELAXING SLEEK INSPIRED EFFORTLESS DURABLE

ARTFUL

COOL

VIBRANT

ACCESSORIZED

HOME IS...

JOYOUS TOGETHER ENDURING FAMILY

YOU!

DESIGNED

INSI DE!

INSIDE
Reaction Home takes the Reaction from the city and transforms it for an inside sancturary. Tonal charcoals and soft whites complement modern stylings and a clean, sophisticated taste. Reflections of your daily life and environments are threaded throughout, but toned down for relaxation. Relax with Reaction.