LRG (Lifted Research Group): Streetwear Meets Cannabis Music Culture

“When you smoke marijuana, it reveals you to yourself” ~ Bob Marley

Pain reduction, nausea relief, reduced inflammation, anxiety management, improved sleep, enhanced mood; there is no denying the fact that marijuana offers a myriad of benefits. Plus, it just makes you feel good.

Whether you’re an occasional recreation user or you use it regularly for medicinal purposes, and no matter if you smoke it, eat it, or apply it topically, if you’re a cannabis user, you may be looking for a way to show off your love of nature’s cure-all plant. What better way to do just that than with your wardrobe.

Given recent legislation that has decriminalized marijuana use in many locations across the United States and the world, combined with the ever-growing library of scientific research that continues to show the benefits that weed provides, there’s been a surge in the marijuana fashion industry.

T-shirts, hats, pants, sweatshirts, jackets, bags; the list of cannabis apparel has grown exponentially in recent years. Whether you’re an advocate or you simply want to show off your love of ganja, you’ll find no shortage of marijuana-themed gear that you can don. New brands are constantly coming onto the scene, and one brand that’s really made waves is Lifted Research Group (LRG). 

LRG review

Offering an extensive lineup of clothing and accessories for men and women in a wide range of styles and size, LRG is hailed among cannabis users as one of the premium retailers of ganja-inspired streetwear. If you’re looking to add a few pieces to your own wardrobe or you’re shopping for a unique gift for someone else, LRG is definitely one of the brands that you should check out.

History of Lifted Research Group

Lifted Research Group is an American clothing brand that is headquartered in Orange County, California; perhaps one of the most vibrant cannabis culture scenes. The company, which often goes by its acronym, “LGR”, was founded in 1999 by Jonas Bevacqua (R.I.P) and Robert Wright. Wright had vast experience in the streetwear industry under his belt, as he worked for some of the best-known casual clothing brands, like Quicksilver, O’Neill, and Katin.

In addition to his background in the clothing industry, Wright also brought the resources that were needed to develop the very first LGR samples and patterns. Bevacqua helped to contribute to the company’s start-up funds, as his dad (who also has a background in the fashion industry), and his friends lent him some funds.

The duo, who were buddies, pooled their capital to finance a trial run of samples, which, much to their surprise, sold out the very first day they were put on display at a popular expo that was held in San Diego, California – the Action Sports Retailer Expo. Just one year after their idea to start a cannabis-inspired line of clothing, LRG earned an astounding $1 million, and two years later, in 2002, the streetwear brand became profitable.

Fast forward to 2005 and Lifted Research Group was so widely received that they decided to launch a dedicated line of clothing for women, dubbed Luxirie. The brand is geared toward young women, between the ages of 18 and 30, though of course, ladies of all ages can certainly don the duds, too. LRG designs are based on six themes, from military to western, and of course, cannabis. In 2006, Luxirie was launched in the US and Canada, and just like their initial LRG line, it attracted a large audience and became just as popular.

Since Lifted Research Group was the vision of a pair of buds from Orange County, the company has amassed a huge following and is now one of the most popular streetwear brands in the world. Their products are now sold in countries around the globe, and they even host an international skate team, which Rider Marek Zaprazny has participated in.

In 2006, one of the most popular wireless companies, T-Mobile, even introduced a limited edition Sidekick III that was designed by the LRG. This special edition Sidekick III offered all of the same technical features as any other Sidekick III, but it had a striking theme, which featured an eye-catching green-on-green color scheme, and of course, the LRG logo. In no time, the production run of 10,000 units sold out.

LRG T-Mobile partnership

Sadly, one of LRG’s founders, Jonas Bevacqua, died of natural causes on May 31, 2011. It goes without saying that everyone at the company was deeply saddened by the Bevacqua’s passing; however, they decided that the show must go on, as that’s exactly what he would have wanted. After conducting extensive research, in 2017, LRG brought Nick Bower onto the team, and with him came a totally new crew of fresh, innovative designers.

Together, Bower, the new team of designers, and Wright and the existing designers, revamped the LRG brand and infused it with a fresh, new vibe. The rehashing proved to be a success, as in 2018, Lifted Research Group had regained popularity and reestablished itself as one of the most popular streetwear brands.

Over the years, the company has teamed up with some incredible artists, like Jon Z, Chip The Ripper, Jhay Cortez, and Rvssian, and in 2019, the company partnered up with Apple Music and became one of the official playlist curators.

lifted research group overview

Unique Appeal

Lifted Research Group’s slogan is basic, yet profound: “Underground inventive, and overground effective.” The catchphrase really sums up what the company stands for; a focus on people who are “trying to pay their rent with their passions”.

They urge their fans to think of them as a “support group for independent and underground culture”, and they’re focused on shining the spotlight on exactly what they think it should illuminate, as they believe that their brand is about way more than clothing and concepts, but rather, a way of life.

The fashions that LRG offers are totally in-line with the company’s philosophy. Their clothing and accessories feature incredible graphics. Their 420 Collection (which is obviously dedicated to all-things ganja) is printed with witty sayings, like “Rise Up and Grind Down”, “Rooted in Culture,” and “Hustle Trees”. All products are made of premium-quality fabrics, like pre-shrunk cotton, and top-notch, long-lasting inks.

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