In 1999, two men established a clothing line called the Lifted Research Group. It is now very popularly known as LRG clothing. The main aim of LRG clothing is to deign clothes for those who like to wear hip hop clothing. They cater to people who are inspired by the hip hop culture and feel the need to dress in particular fashion as well. This brand is not only for those who love hip hop. It is also designed for skateboarders. What is different about LRG clothing is that it just does not focus on one kind of subculture. It expands itself to cater to the clothing needs of many subcultures without any discrimination.

What is interesting about the founders of this brand is that both of them were skateboarders before they launched the clothing line. They both got to know of each other while collaborating and working together on some hip hop music. One of the partners already had a background in designing because he was into designing for a long time. He has worked with a number of labels before coming up with LRG clothing too. The other was the mastermind behind the logo for the brand and the company as well. The business launched itself on a small scale at first. Investment from friends and family was used as startup capital for the brand. The two partners had no idea that this venture would amount to so much in just a couple of years.

The first time LRG clothes were on display was at an expo in San Diego. The popularity of the stall was quite immense and the partners ended up selling over 300 clothing items the very day. They sold hoodies, pants and shirts. This was just the beginning of success for LRG clothing. The brand kept the likes and dislikes of different people in mind, while also focusing on their different lifestyles. Hip hoppers and skateboarders were their main market and the partners aimed at trying to understand what people in these cultures liked. Just like any company, they started out small and by the end of 2002, the company became successful and profitable.

LRG then ventured into women’s fashion as well. Luxirie was launched. This clothing line was specifically designed to provide women with fashionable and trendy clothing. The age group that they focused on was between 18 and 30. The brand started in 2005 on a small scale, but the official launch of this brand for women actually took place in the year after that.

LRG has had many ventures since its establishment. It has worked with T-mobile and has produced a Smartphone which was in limited edition. The phone was called the Sidekick III. This showed people that LRG wasn’t just a clothing line. The brand was looking for expansion and diversification. The company was so determined to expand that it went on to creating motorcycles and a casing for the iPhone in collaboration with other companies.

In 2007, the company made profits of up to $150 million. This brand was not just popular with the common man anymore. Even celebrities have been seen wearing LRG clothing. The company seems to want to do much more than design clothes. They have made this quite clear with their past achievements. They have been extremely successful so far and this has given them encouragement to try out new things. They are likely to continue walking on this path of partnerships and joint ventures to expand themselves and gain a firm footing in different industries.

LRG clothing
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Author Bio: LRG clothing
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