We carry a huge selection of LRG apparel and accessories. LRG is one of the pioneering brands in the skate and streetwear apparel business and has grown from an Orange County upstart to an international company. Through this they have maintained their connection to skateboarding and a commitment to bringing new talent to light. To shop LRG apparel tap the link, or if you would like to learn more about Lifted Research Group read on!
Lifted Research Group, or LRG, was founded in 1999 in Orange County, California by Jonas Bevacqua and Robert Wright. The two met while participating in a growing underground hip-hop scene in Laguna Beach. Bevacqua, a DJ, and Wright, an MC, originally got together to make music, but discovered a mutual love and interest in skateboarding, action sports, art, and all things underground.
Hip hop fashion at the time was dominated by labels like Tommy HiIlfiger and Ralph Lauren's Polo, labels that Bevaqua felt didn't care about their scenes nor put any money back into the people who were buying their products. Bevacqua and Wright decided to rally against the man and create their own label.
With a focus on promoting independent talent and bringing a sense of unity to all action sports (brands at the time tended to cater them individually), art, and music, the pair started Lifted Research Group.
Bevacqua and Wright proved to be a great pair with Wright bringing a business background to the table, after eight years spent with brands like Quicksilver and O'Neill, and Bevacqua, a college dropout handling creative design. LRG sold out of merchandise within hours at their first trade show and never looked back.
Today it is common to see popular hip hop artists like Kanye West, Cee Lo Green, and the Roots rocking LRG gear as an homage to the support the label showed them all as upcoming independent artists.
Jonas Bevacqua passed away in 2011 at the age of 33. While suffering a tremendous loss LRG continues to honor Bevacqua's dream by promoting his vision of supporting the independent artist and athletes reflected in the companies slogan of, "underground inventive, overground effective".
Lifted Research Group is considered a pioneer in the action sports apparel business having grown to a world wide brand from an Orange County upstart and paving the way for other brands in the process. They continue to promote underground artists by promoting shows, and releasing promotional mixes.
LRG has remained loyal to their skateboarding roots by producing a line of fresh decks and employing some of the best skaters in the game like Rodrigo TX, Chico Brenes, Tom Asta, Jack Curtain, and up and comer Miles Silvas. They continue to turn out a steady stream of sick skate videos like their RePlacing series.
From the beginning the LRG brand has always been designed to represent the underground with a big metaphorical middle finger aimed at "the man" and fifteen years in the have nnot lost that edge.
They promote a continually evolving look with edgy designs and progressive styles. The keep the focus on street wear with a continuous line of t-shirts and hoodies, as well as offering a well rounded collection of other styles including long and short sleeve shirts, shorts, sweaters, jackets and accessories like hats, sunglasses, watches and even shoes. A great deal of which you can purchase right here.
Here is an interview with the late Jonas Bevacqua courtesy of Hypebeast that gives you a great look into the mind and ideals that have shaped and propelled LRG.