LRG was created circa 1999 in SO-CAL, CA.
I remember when I would purchase an LRG t-shirt at the mall and walk through the parking lot thinking and knowing I had the best underground T ever made. The witty tagline of "underground invented and overground effective" even proved why my thirty dollars was well spent. Today I see the same shirt I bought five years ago, at the same store, at the same mall, doing nothing for me. I personally believe the sudden and excessive growth of LRG has created, "overbranding" across the country. Being from Cali I see brands come and go everyday and I know LRG is next to go. The designs are clean, well thought out and sometimes classic. But why is there a sudden lack of interest for the brand? If you wear LRG I dont think any different of you, I just think you are wearing your lil bros clothes. Learn to shop in the men's sections of the department store, not the kids. Your colorful shirts are bringing out the gay in you. I guess I was once there but now realize how much one brand can evolve over time into the complete opposite of what you though you rep. I belive the tagline should be "underground invented, overground sellouts". Contrary to what you may feel, LRG is a sellout.
- NOK
