On the right
HAT Vans $26, vans.com
SHIRT LRG $74, l-r-g.com
JEANS LRG $79, l-r-g.com
SNEAKERS Nike $100, nikesportswear.com

On the left
SHIRT LRG $59, l-r-g.com
BELT J.Crew $138, jcrew.com
JEANS LRG $74, l-r-g.com
SNEAKERS Converse $45, converse.com

LIVING LRG
Co-founder Jonas Bevacqua reflects on lRg’s design of a decade.

How has LRG stayed relevant while many of its peers fell off?

Jonas Bevacqua: We never pigeon-holed ourselves and have always designed from the heart versus the flavor of the month. As much as we‘ve evolved, our concept has remained the same, so it’s credible and not forced. We are what we make, and the youth can relate to that. We’re a creative lifestyle company, swagger on infinity.

Your ad campaigns are also famous for breaking new artists.

Jonas Bevacqua: We take a lot of pride in uncovering emerging talent. Advertising Kanye West before he had an album out—or before people even knew he could rap—didn’t hurt. Same goes for John Legend, Anthony Hamilton, Cee-Lo…the list goes on over 10 years.

Was it hard to keep your original followers after going mainstream?

Jonas Bevacqua: We’ve expanded our distribution, but we’ve never forgotten where we come from. There’s no corporate guy in a suit telling us what to do. It’s funny when people think that it’s not “cool” to make your product more available; I think it’s pretty fucking cool when you’re so proud of your product that you want to share it with the world!Home // STYLE // STYLE FEATURES // Brand Profile: LRG