LRG Clothing - Underground Inventive, Overground Effective

words // Brandon Richard

In 1999, the late Jonas Bevacqua and Robert Wright founded the clothing brand Lifted Research Group, better known today as LRG. Wright used his experiences from working at companies like Quiksilver, O’Neill and Katin, while Jonas had inside sources from his friends in the fashion industry. Together, they created a company based on being yourself, originality and dressing against common standards. To them, LRG was not just a brand name, but a way of life.

LRG Logos LRG employs a branding strategy unlike that of any other urban clothing line. Four distinct logos, which you can see to the right, tell the story behind the success of the company. The “Tree” logo has several meanings: the roots represent how far the company has grown; the roots represent the company’s origins. Growth is represented by the “Cycle” logo. The “Number 47” logo is the age of Jonas’s mother, who offered unconditional support when he and Robert created LRG. Lastly, the “Giraffe” logo is a symbol of elevation, to see beyond the rest.

The Irvine-based company is known to make products such as clothing, accessories, electronic accessories and even outdoor equipment. LRG also has a hand in promoting underground recording artists and sponsoring a skateboarding team. After making their first million dollars in 2000, Entrepreneur magazine ranked LRG at #5 on its 2007 Hot 500 list of fastest-growing companies and reported its 2006 sales figures at an estimated $150 million. In 2005, LRG introduced a brand new women’s line by the name of Luxirie.

We carry an extensive range of LRG products fitting for all seasons. Highlighting the group is the LRG Core Collection, a lineup of every day essentials that includes tees, tanks, cardigans, hoodies, jackets, pants, shorts, hats and other accessories. Look good, feel good and play good by selecting from more than 450 different LRG styles on-hand here at Eastbay today.

LRG Core Collection One S/S T-Shirt Olive Drab