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LRG Founder Jonas Bevacqua: “Kids Follow Blogs Like A Religion. Go Atheist For A Bit”

Submitted by on May 7, 2011 – 11:11 amNo Comment

LRG Co-Founder and Creative Director Jonas Bevacqua recently gave a great, in-depth interview to Hypebeast about the history and current focus of his brand. The popularity that LRG has been able to maintain since the late 90s is unrivaled and this interview sheds some light on just why that is. Check out the excerpts below:

On the ideology behind LRG:
“I remember I would shop at thrift stores and also save up my money and buy all this Nautica, Polo, Gap, Banana Republic and Tommy Hilfiger gear. My whole steez at the time was to clash both of these worlds together. I was like a fly ass bum. Ralph Lauren and these other companies dominated the Hip-Hop fashion scene in the 90′s. It was then that I realized how brain-washed we were as a culture and as a consumer. We were putting major dollars into the pockets of Ralph and Tommy. It dawned on me that none of these companies cared about our scene or put any money back into the people that were buying their products. I felt like ‘the man’ was capitalizing on our culture and sucking it dry. So I said, ‘I can make this same gear and support and promote new and upcoming artists, musicians and athletes and also make products that had a conscious message that spoke to the youth.’”

On catering to a wide audience:
“Why wouldn’t you want every kid in the world to see your new line? Is that considered not cool? You know what’s cool is when you can employ 150+ people and help keep a store’s lights on. That’s really fucking cool. Cool guys are really a bunch of clowns. They are like the kids that got picked on in school and now they hide behind their keyboards. Don’t let them fool you kids. Do what makes you happy. Don’t let some magazine tell you what to hump or dump?! Or some fashion blog tell you that you have to wear snap-backs and vulcanized shoes now and you have to trade in your denim for chinos. Fuck all that shit. Rock it because you fucking feel like it. All I’m saying is I think kids follow blogs like a religion. Go atheist for a bit. I don’t think blogs are bad, I just think kids let them influence them too much and they lose their identity in the process. The last few places I’ve visited looked like revenge of the nerds. I think its healthy for kids to take some time off that blog shit and start thinking for themselves again.”

On what LRG is:
“LRG is essentially…a global melting pot. Our brand, products and lifestyle all resonate throughout the world. A kid in Russia, Germany, Canada, France, Japan or Australia can relate to what LRG is about. The key to doing well in international markets is making good partnerships with people who know what LRG is all about, and know how to make it work in their countries. That can be a tricky proposition because LRG is not a brand that can be summed up in a soundbite or plugged in to a pre-existing distribution model, but at the end of the day, great product is great product and our global audience appreciates what we bring.”

On what the brand will always represent:
“LRG will always represent… the youth, creativity, roots, growth, diversity, intellect and being way above average. Our message is new Americana, it is unity through diversity.”

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