After the recent death of LRG’s creative director, Jonas Bevacqua, the funky, urban clothing line revamped their fall/winter collection. LRG, based in New York City has been one of the most popular brands sold on Karmaloop for almost a decade. Bevacqua’s sudden death was all over the media with many assumptions that the cause was drug-based. Hidden messages can be seen in stitching suggesting marijuana use, not to mention the logo is a tree.
The fall and winter collection this year is a combination of bold, bright colors, with jackets and coats that are more “gentlemanly”, rather than LRG’s usual street-wear sported by rich white kids and overweight rappers. They are trying to expand their consumer market by paying closer attention to designs as well as rounding up an artists’ collective that will design many different types of t-shirts and hoodies. One of the collaborations that LRG did with famous artists is a video shoot with muralist, AUGOR.
AUGOR and a film crew drove to the mountains of southern California, where they shot AUGOR bombing the side of an empty train car. The visuals from this shoot features musician Blu, LRG Snow team rider Justin Bennee, LRG Skate team members Chico Brenes, Tommy Sandoval, and Billy Marks. The location set LRG apart from their typical urban setting, and with snowy mountains in the background, the company shows us that they are ready to spread their new designs of the winter season.
CLICK HERE FOR LRG HOLIDAY VIDEO
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