Behind The Name

Pronounced "Reason For The Season," RZNFORTHESZN is poised to become an iconic phrase and brand in pop, streetwear, fitness, and self-improvement culture. Alternatively abbreviated to RFTS and pronounced "Rifts," it can be used in a sentence like "this is about to cause rifts in the game!"

"Seize The Game" is the power-packed tagline. It means to seize the hour, seize the day, seize the opportunity. The game represents any field of interest that you're involved in, personally or professionally.

The brand name and the tagline carry a similar sentiment, and they formulate a message when pieced together. "To know your reason for the season is to seize the game"—and "you will seize the game when you know the reason for the season".

"Reason for the Season" is a sentiment that acknowledges the purpose behind something. The stronger the purpose, the higher the likelihood of succeeding against opposing forces. Reason represents purpose, cause, objective, and action, while the season represents time, pain, challenge, and outcome.

How It Started

Lionel, the founder of RFTS, has long harbored the ambition to own his own clothing brand. Even more deeply, he has a desire to positively impact people's lives, improve mental health, and inspire self-growth—a mission he pursues daily, both online and offline, inside and outside of the gym.

His expertise in graphic and brand design, combined with his proficiency in other relevant fields, has empowered him to shape the unique identity of this clothing brand.

His vision and skills have allowed him to craft a message and aesthetic that not only resonate deeply with fitness, streetwear, and pop culture but also stand out in a crowded market. Through his innovative approach, Lionel has created a brand that truly embodies his passion for positive impact and self-growth

The brand's identity is akin to today's giants in streetwear and fitness wear, yet it has carved out its own unique and strong presence among its competitors.