Wendi Reed began her career as a designer in 2001 after opening a lifestyle/home decor boutique in Brooklyn, New York with her husband Matt Reed. Treffinger, Stephen "Currents: Brooklyn-- vintage goods; a bit of minimalist cool in the hubbub of Atlantic Avenue. New York Times, March 7, 2002. Retrieved September 15, 2009 Looking to add another dimension to the store, Reed created a line of handmade, one-of-a-kind sweaters constructed from her vast collection of vintage clothing. Reed's combinations of textures and patterns became the calling card of The Reeds collection, which was soon carried by Barneys New York. Robinson-Escriout, Roxanne; Jeannie Chen,"718 chic: Brooklyn's hot new boutiques are wooing jaded Manhattan shoppers into the outer borough." W (magazine), October 01, 2002. Retrieved September 15, 2009
