Brand Story
Founded in 1999 by Jonas Bevacqua and Robert Wright, LRG (Lifted Research Group) was born out of a passion for blending urban streetwear with a unique lifestyle message. Built to “bridge the gap” between underground culture and mainstream fashion, LRG represents creativity, self-expression, and independence. Its slogan, “underground inventive, overground effective,” encapsulates its ethos of empowering individuals who strive to stand out.
Growth Journey
From humble beginnings in Southern California, LRG quickly gained traction with its eclectic designs and deep-rooted connection to music, skateboarding, and hip-hop cultures. By the mid-2000s, it was named among the top brands in streetwear, even making Complex Magazine’s list of “The 50 Greatest Streetwear Brands.” Collaborations with prominent artists, musicians, and action sports athletes have cemented its presence globally.
Fact-Based Info
- Founded: 1999
- Founders: Jonas Bevacqua, Robert Wright
- Headquarters: Irvine, California
- Target Audience: Streetwear enthusiasts, music lovers, and urban trendsetters
- Notable Collaborations: Kanye West, Pete Rock, Raekwon, and more
Why Is LRG Popular?
LRG’s unique blend of bold graphics, nature-inspired themes, and cultural references resonates with fans of hip-hop, skateboarding, and urban style. The brand’s ability to consistently innovate while remaining authentic to its core values has earned it a loyal global following.
Key Features of LRG
| Feature | Details |
|---|---|
| Design Philosophy | Inspired by art, music, and nature, showcasing vibrant prints and graphics |
| Target Culture | Focus on hip-hop, skateboarding, and action sports |
| Collaboration | Worked with icons like Kanye West and legendary music producers |
| Sustainability Efforts | Incorporates eco-friendly themes into its collections |
| Product Range | Includes T-shirts, hoodies, denim, outerwear, and accessories |
| Global Reach | Widely recognized across the US, Europe, and Asia |
Inspirational Thinking
LRG encourages creativity and individuality by celebrating the fusion of nature, urban lifestyles, and cultural heritage. It inspires wearers to explore their passions and express themselves boldly through fashion.
