The work of the Latvian phenomenologist Theodor Celms provides an interesting attempt to reinterpret Husserl’s phenomenological reduction in terms of Natorp’s subjectivation. This paper summarizes in broad outline some salient features of Celms’ theory of subjectivation and discusses some of its similarities and differences with Husserl’s and Natorp’s views. I focus on two more central points. First, Celms proposes to interpret Husserlian reduction as radicalizing or generalizing an operation of thought that is pervasive throughout all forms of cognition. Secondly, he makes a distinction between epistemological and ontological subjectivation that leads him to adopt a critical stance toward both Husserl’s transcendental idealism and Natorp’s general psychology.