Lifted Research Group (L-R-G) is a uniquely different fashion brand that stands out from the rest; popular amongst skater, hip-hop and underground culture, L-R-G  are noted for their unique and unusual approach towards fashion design, with a growing number of people all over the world falling in love with the brand and its products.

They were listed as number 5 in Entrepreneur Magazine’s Hot 500 Fastest Growing Business in America, with an initial $200K investment in 1999 turning over 5 million dollars in 2002, and over $150 million dollars in 2006!
The quality of their merchandise is second to none, with a wide variety of designs and styles to cater to every need, ranging from stylish and sophisticated urban looks to strait out ghetto style clothing, such as their famed “Dead Serious” Skeleton Hoodie, as worn by rapper Kanye West.

The company was originally founded in 1999 when Jonas Bevacqua and Robert Wright decided to create something fresh and new that would appeal to people from all walks of life, especially to those within underground circles; their goal was to provoke people to think about the clothes they were wearing as well as change the way people thought or looked at clothing in general.

The two met while creating hip-hop music together in Orange County, California, a.k.a. the heart of the skate community. It was there that they decided to establish a brand that would appeal to the hip-hop community as well as promote the underground skate culture, bridging the gap between both worlds and forcing the entire fashion industry to take notice.  They have since become an unstoppable force with in Urban, Hip Hop and Skater cultures, bringing a sleek and sophisticated new look to the masses.  Their products have become so popular that celebrities all over the world, including the likes of Lupe Fiasco and Kanye West, have been seen wearing L-R-G clothes.

L-R-G attributes its success as the result of listening to their passions rather than their pockets, they are very passionate about their designs and continue to astound the fashion world with new looks and styles. They are also well known and respected for supporting the underground skate community as well as independent, underground and lesser- known artists such as Pete Rock, Bun B, Planet Asia, Living Legends and Raekwon, as well as many others, through the release of underground compilation albums.

Many people have become tired of the seeing the same old brands sponsoring every major athlete in every major sports event from synchronised swimming to professional football. Their advertising slogans are drummed into your head to the point where you can recite every word from heart, thus creating a manufactured perspective as to what’s cool and what’s not. L-R-G promotes individuality as well as creative and artistic expression in ways that many other brands do not, and have become a breath of fresh air within a stale and stagnant environment; as such they have a very loyal fan base of people who want to look different, be unique and free to express themselves in ways that commonplace brands do not allow. “It’s typical human nature… especially in our market. It’s like when you like a small indie band but then all of a sudden they get big and they have a video and you say “I don’t like them anymore, they’re too big”. Or how about the classic, “oh, I can’t wear it anymore, too many kids at school are wearing It.” and that’s very much the attitude of the average kid today” Jonas Bevacqua

 In 2006, L-R-G launched their new women’s clothing line, Luxirie, which offers a whole new range of styles, clothes and accessories for young girls and women. They are famous for their signature items such as crystal-covered jeans and offer a huge number of unique and stylish products from tops, dresses, jeans, and skirts to hoodies, Leather Jackets and even champagne holders.