words // Luis Sanchez
LRG impresses us with their footwear releases for the fall with this camo-covered colorway of the popular LRG Maple.
The LRG Maple keeps things simple with a traditional build, featuring a full canvas upper and sitting above a traditional vulcanized rubber sole down below. A combination of natural tones make up the leaf camo covering the entire canvas upper, while brown hits the laces and white handles the sole.
The all new Maple by LRG is now available here at Eastbay.
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 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’s approach to making clothing has always been a little different from the rest. With an “in-tune with nature” mentality, the brand seems to set itself apart from other streetwear brands with earth-friendly inspirations. The latest design is the Motherland Tree tee shirt, which is available now.
Available now: LRG Motherland Tree Tee Shirt
Appearances are everything. We want everything to look good from our clothes to our gadgets, because those things reflect a part of who we are to the world. But do looks take a backseat to function when you want to do a higher ollie, a cleaner kickflip, a sicker trick? In a world where looks are strongly tied to identity, do you really have to choose? Luckily, this doesn’t have to be a black and white question. Since skateboarding has always been a more of lifestyle than a look, any skater you ask will have a different opinion.
Skating is about more than the board and the tricks, it’s about music, lifestyle, attitude, the whole enchilada. Within “skate style” there are different kinds of people, each with different needs and wants in a skate shoe. You have the casual weekend skater that listens to the music, hangs out at the skatepark with buddies, and knows some decent tricks; this boarder is interested in a blend of looks and modest durability. Then you have the hardcore, ankle-breaking, skate-vid-making, sponsor-seeking skate fiend who practices moves hours a day to stick the tricks just right every time; he wants the kicks that stand up to rigorous practice, provide support, and cushion against the shock of the concrete. And let’s not forget the emerging group of fashion-conscious, “skater friendly” folks who don’t skate but hang out in the scene; these guys (and gals!) relate to skateboard culture in many ways, but primarily express themselves through skate fashion. Where you fall on this spectrum factors into how you’d answer the question of “fashion or function.”
The hottest brands like Vans, etnies, DC Shoes, LRG and plenty more help bridge skate shoe fashion and function with their cutting-edge technologies. Most skaters would agree that shoe weight and durability are top requirements for a quality skate shoe. Modern production processes make it possible to create lighter-weight upper materials that can withstand shredding, stomping, and scraping while allowing shoe designers flexibility of design. This benefits those hardcore skateheads and the fashion conscious at the same time. Other specific performance technologies like heel air bags, lace protectors, sticky rubber soles, tongue straps, and above-and-beyond cushioning are necessary for the serious skater while providing nice perks to the casual skateboarding enthusiast or style-minded individual.
Judging by the flood of great-looking pro model skate shoes on the market from Adio to Zoo York, pro skaters care about both looks and function, and go to great lengths to bring equal status to the fashion aspect without sacrificing the technologies skaters benefit from. Pro skater Mike Vallely, who has a line of pro model shoes released through Element, says, “I think skateboarding is more fashion than function. It’s more aesthetic than anything else. It’s more rock and roll than athletics.”** Porter, Justin (2008, September 5). Woosh! Another Shoe Destroyed. New York Times. http://www.nytimes.com/2008/09/25/fashion/25skates.html.
So what do you think? What establishes a great new skate shoe and keeps the most famous decades-old models flying off shelves? What features do you demand in your skate shoes?
Snap back hats have been making quite a comeback in the last year or so. With vintage and retro styles from the eighties becoming increasingly popular, it’s only fitting that the hat style that went along with the exceptionally high cut sneakers return from the year’s of big hair bands as well.
LRG is on top of the trends, in fact often times setting them. For the summer they’ve created two snap back colorways featuring their unmistakable “Grass Roots” logo. One is a black and white combination, the other adds some green in to the mix on the bill and front panels. The mesh backside makes these cool and breathable, and perfect for summer barbecues and beach runs.
Available now: LRG Grass Roots Snap Back Hats