LRG started in 1999 when its founders raised enough money to start a business selling clothing to hip hop fans and skaters in the L.A. area. "After three or four years, we stared getting a cult following," co-founder Jonas Bevacqua once said. "People realized it was OK to wear purple and turquoise, to have a lavender V-neck." The LRG following grew quickly and soon celebrities like Kobe Bryant, Reggie Bush, Kanye West, John Legend, and Quentin Tarantino were wearing their gear.

LRG is a company designed to overthrow the masses by their influence. Their slogan is simple, "underground inventive, over ground effective ". At LRG they want to focus on the ones that are trying to pay their rent with their passions. Think of LRG as a support group for the independent and underground culture. LRG is trying to put the spotlight where they think it really belongs, because it is much more than clothing and concepts. It is a way of living. LRG: Innovative essence for the above average person.

A company designed to overthrow the masses by our influence. Our slogan is simple, "underground inventive, overground effective". At LRG we focus on the ones that are trying to pay their rent with their passions. Think of us as a support group for the independent and underground culture. We put the spotlight where we think it really belongs, because it's much more than clothing and concepts, it is a way of living. LRG, innovative essence for the above-average person.

LRG clothing is for the people trying to pay rent with their passions. It is pieces with ridiculous swagger created for the skateboard, surfing, and hip hop scenes. It's a support group for the independent culture. But much more than clothing and concepts, LRG clothes are a way of life: innovative essence for the above-average person.

At L-R-G we want to focus on the ones that are trying to pay their rent with their passions. Think of us as a support group for the independent and underground culture. We're trying to put the spotlight where we think it really belongs, because it is much more than clothing and concepts. It is a way of living. L-R-G, innovative essence for the above average person..