Twenty years ago, Kenneth Cole had an idea for a directional line of footwear. His idea involved launching his brand as a film production company which gave him permission to release his first ad campaign entitled 'The Birth of a Shoe Company' on the streets of downtown Manhattan from the back of a huge truck. Needless to say this bold sense of entrepreneurial spirit guaranteed his brand a near instant cult status. And it’s this bold irreverence to boundaries and constrictions that infuses Cole’s diffusion line, Reaction. Designed for the unafraid and the unapologetically idealistic, the full range is as fun as it is experimental, directional and, as always with Kenneth Cole, impeccably designed.