There is really no question that when it comes to urban wear originality LRG Clothing is at the top of the list among its competitors. LRG or Lifted Research Group is an Orange County based clothing brand headed by Jonas Bevacqua and Robert Wright.
Founded in 1999 this independent urban street wear brand was fast tracked for success, documenting its first one million dollars in sales, just a year later. Entrepreneur Magazine ranked the company at #5 on its 2007 Hot 500 list of fastest-growing companies and reported its 2006 sales figures at an estimated $ 150 million.
So how does a company so young push the envelope to become such an innovative urban wear company? The answer is simple by living by its core slogan “underground inventive, overground effective.” By marketing their products to customers that attempt to be creative on a daily basis the company is forced to stay creative in order to stay relevant in the modern fashion world.
The main marketing tactic for LRG Clothing has been its steady immersion in the HIP Hop community. While a consistent backing of the top rap artist wearing your products would in fact be enough for most brands LRG has pushed one step further by releasing compilation CDs ensuring that they have their finger on the pulse of the community.
In 2005 the company released its sister brand Luxirie by LRG which targets the 18- to 30-year-old women’s group. Designs from the label cover six themes, ranging from Western to military. Then in 2006 wireless provider T-Mobile launched a limited edition Sidekick III designed by L-R-G. It was equipped with the same technical features as the Sidekick III and sported a green-on-green theme that made liberal use of L-R-G’s logo.
From mobile phones, electronic accessories, and the entire skateboarding culture to Hip Hop music and fashion its easy to see that LRG Clothing is not only a true innovator of urban wear, but that they will easily be around for years to come.