• LRG Backstage with Kanye West at Coachella

LRG hung out backstage with Kanye West at Coachella, and got an up and close look at his new Air Yeezy 2 sneakers. Backstage, Kanye wore two gold chains (most likely his coveted Jesus pieces) over a black tank top, red pants, and the Air Yeezy 2s. Kanye was featured in several LRG ad campaigns dating all the way back to The College Dropout days, so it comes as no surprise that Ye would show the southern California-based brand love when he’s out in their hometown.

Kanye and Woody White from LRG

(more…)

• Turn Back Thursday: Kanye Wearing LRG Dead Serious Hoody

For June’s edition of Turn Back Thursday, Kanye is seen wearing the red LRG “Dead Serious” hoody from winter 2006. Fetching upwards of $400 on Ebay and other marketplaces, the LRG hoody features a gold full-zip, mesh eyes, and a front and back skeleton print. These days, it would be rare to find Kanye wearing such an extravagant hoodie, but back in 2006, all-over print, full-zip hoodies were definitely a staple piece of the entire street wear fashion scene.

Image from Tony Barson, Getty Images via Street Level

• Kanye West for LRG Clothing

Lifted Research Group, or better known as LRG, has always been one of my favorite brands since day 1. Founders Jonas Bevacqua and Robert Wright  introduced LRG to the clothing industry in the late 90s and revolutionized design and fashion by bridging the gap between the skate and urban community. As a brand and lifestyle, they did not pigeonhole themselves to one audience, and their sponsorships and advertising campaigns truly reflected that. From Black Thought to Chico Brenes to Clinton Portis to Just Blaze, and many others, they always had an all-star cast of individuals. Whether through music, sports, or skate, their sponsors always brought something positive and unique to their respective craft. A notable sponsor was Kanye West, who they brought on early in his career, before the sold out shows, Jesus piece, and multi-platinum selling albums. Here are 3 magazine advertisements from 2004 of Kanye rocking LRG clothing.

(more…)