Urban Industry

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Brand Focus – LRG

August 10, 2012

In the first part of a new series, we’re going to take a closer look at some of the brands we stock here at Urban Industry. LRG are one of the longest serving brands here at UI, and have been stocked here for a large part of our 10 year existence. The Orange County brand is an absolute juggernaut, having paved the way for many smaller brands to break through in the 00s. Dan, owner and head buyer here at Urban Industry, really has his work cut out for him when he goes to order LRG as they produce an unreal amount of clothing and accessories every season.

LRG (Lifted Research Group to give them their full title) was founded in 1999 by Jonas Bevacqua and Robert Wright. The two worked tirelessly to build up the brand and by 2002 they had made their first cool $1 million. In 2006, Entrepreneur magazine estimated the company’s annual revenue at $150 million and ranked LRG fifth among the 500 fastest growing companies that year. That's some pretty big figures that most brands can only aspire to.

When Bobby Hundreds did his Top 50 Streetwear Brands of All Time for Complex Magazine, he infamously left out LRG much to the disdain of some commentators. His reasoning, based on Jonas’ own statements, was that LRG “is NOT a Streetwear brand, it’s not skate, it’s not surf.. it’s for everyone”. This really encapsulates what LRG is about – bigger than streetwear. It’s worn by skaters and rappers alike, from Kobe Bryant to Quentin Tarantino. My girlfriend’s family hail from OC, and on my travels there it really struck me that LRG wasn’t just this small brand coveted by few. It really was out there, as visible as other Southern Californian staples such as Hurley and RCVA. I guess that’s why LRG appeals to me. It’s one of the few ‘big’ brands here at Urban Industry that can and does produce full lines for men, women and children as well as a huge line of accessories.

Jonas tragically passed away last year at the age of 33, but LRG has gotten through this difficult period and continued in his honour. This season’s drop is as typically broad and varied as you’d come to expect. We’ve got your Fall essentials covered with jackets and knitwear offerings. As per usual the graphic t-shirts are on point with the comic book stoner humour of the Amazing Stoners t-shirt really shining through. As we’ve come to expect with LRG, the accessories range is awesome and we have a wealth of socks, hats and belts for you to choose from.

You can view the full LRG range HERE

By SeanM