The Rise, Impact, and Revival of LRG in Skateboarding Culture 🛹

In the ever-evolving world of skateboarding, few brands have managed to carve out a legacy as unique and influential as LRG—Lifted Research Group. Born from a fusion of streetwear, hip-hop, and skate culture, LRG has long stood as a symbol of underground creativity and overground impact.

🌱 Origins: A Garage Band Dream Turned Global Brand

LRG was founded in 1999 in Orange County, California, by Jonas Bevacqua and Robert Wright. The story began in a garage, where the two met through a mutual friend’s band. Wright, a seasoned designer with experience at Quiksilver and O’Neill, teamed up with Bevacqua, who secured startup capital through family connections. Their goal? To create apparel that spoke to skateboarders, hip-hop heads, and the creatively driven.

From the start, LRG wasn’t just about clothes—it was about culture. Their slogan, “underground inventive, overground effective,” captured their mission to uplift independent artists and skaters who were hustling to turn passion into livelihood.

🎥 Skateboarding Roots and Cultural Impact

LRG quickly embedded itself into the skateboarding scene. The brand released two full-length skate videos—Give Me My Money Chico and 1947—which became cult favorites among skaters. These weren’t just promotional tools; they were cinematic love letters to the skate lifestyle, showcasing raw talent and authentic street energy.

LRG also sponsored a global skate team, including standout rider Marek Zaprazny. Their support extended beyond gear—LRG gave skaters platforms to travel, film, and grow. The brand’s influence reached into music too, collaborating with artists like De La Soul, The Roots, Kanye West, and Travis Scott.

🤝 Collaborations and Sponsorships

LRG’s collaborations were bold and memorable. They partnered with T-Mobile to design a limited edition Sidekick III, which sold out almost instantly. They also teamed up with G-Shock and the Wu-Tang Brand, blending streetwear with tech and music in ways that felt fresh and authentic.

On the skate side, LRG built a team that included legends like Karl Watson, Chico Brenes, and Kelly Hart. These riders weren’t just brand ambassadors—they were family. LRG’s skate program gave them opportunities to travel the world and document their journeys, creating a legacy that still resonates today.

🔄 Reinvention and Current Direction

After the tragic passing of co-founder Jonas Bevacqua in 2011, LRG went through a period of reflection and reinvention. In 2017, they brought in designer Nick Bower to refresh their aesthetic. By 2019, LRG had partnered with Apple Music as an official playlist curator, signaling a shift toward multimedia storytelling.

LRG Skateboard video Give Me My Money Chico 2010

LRG Up North Trip