Lifted Research Group (LRG) is an elite American streetwear brand and one of the most influential forces in urban fashion since its creation
Origins and Founding Vision
In 1999, Jonas Bevacqua and Robert Wright created LRG in Orange County, California. Bevacqua was a DJ and a designer, while Wright, a designer and MC himself, had worked with Quiksilver and O’Neill. Their mutual ambition was to create clothing that truly represented the diverse subcultures they were excited about, like skateboarding and hip-hop. Commitment to mirroring their surroundings and interests provided a basis for the distinctive identity that would define LRG.
Unique Brand Identity
At the heart of LRG’s philosophy is innovation and authenticity. The company seeks to break down barriers between underground cultures and bring them together. It is a perfect blend of visual aesthetics drawn from skateboarding, hip-hop, and street art. Their designs appeal to a broad and diverse group of people. This blend has made the company one of the pioneering companies in streetwear today.
Diverse Product Range
LRG makes everything from tees and hoodies to jackets and pants to accessories of all kinds. Arguably, one of its most iconic pieces is its “Dead Serious” hoodie, which was first made in 2006. Immediately impactful in the world of streetwear, this hoodie became synonymous with Kanye West, who wore it in 2006, and has just recently been seen on Travis Scott.
Collaborations
During the years, LRG has been involved in numerous collaborations, which underlined its versatility and cultural relevance. In 2024, LRG also created a notable collaboration with Wu-Tang Clan to celebrate the 30th anniversary of the group’s debut album “Enter the 36 Chambers.” This capsule collection celebrated shared history and cultural relevance between both entities.
Mission and Future Prospects
LRG remains committed to supporting independent and underground culture through innovative design and authentic representation. As the brand marks its 25th anniversary, it continues to pay homage to its origins while embracing new influences and partnerships. In the future, LRG will continue to expand its global reach and maintain its legacy as one of the originators of streetwear fashion.
