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Tiffany Montgomery
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LRG co-founder discusses the brand's runway show tonight and business in 2009

By Tiffany Montgomery
September 24, 2009 8:25 AM

LRG debuts its Spring 2010 collection at a runway show tonight to kick off Style Week Orange County at the Irvine Spectrum Center.

I asked LRG co-founder Jonas Bevacqua some questions about the event, how 2009 will turn out for the brand and what LRG has planned for 2010.

Tickets to the show are $10 and benefit HomeAid Orange County. Ezekiel and Active Ride Shop present a runaway show Friday night. Click here to read our Q & A with Ezekiel's Mike Martin.

For more information about Style Week, which also includes runway shows by Nordstrom and Metropark, and to purchase tickets, click here.

Why is LRG doing this fashion show?

Jonas Bevacqua: LRG was chosen to do this fashion show.

Style Week OC approached LRG and wanted a powerfully-fashionable, in-style brand to lead off this year's OC Fashion Week along with great retailers like Nordstrom and Metropark. LRG is a very unique brand and is able to cross multiple barriers such as skate, fashion and streetwear genres, all while maintaining limited distribution.

LRG is based in Orange County and we are giving our multi-culture based audience the opportunity to see our Spring 2010 line before it hits stores early January 2010.

What is the brand hoping to communicate?

LRG is showcasing its 2010 spring collection. Within the collections LRG presents its clothing in titled and themed fashion groups in order to present a tangible storyline for its apparel.

Group titles like, "L-R-Geology," "Tree House Punk," "Roots People," and "High Plains Drifter" give some insight into the creative forces behind LRG and its outdoor theme for the up-coming season. We communicate our brand in everything we design, build, act on and do and our audience is very receptive to the level in which we communicate this unique multi-layered message.

LRG is 10 years old this year. What is the most important thing you have learned in that time?

I think the most important thing that we have learned over the last 10 years is that we have evolved as kids, people, designers, etc. and know that there is always more to design and if you don't learn at least one thing a day then you're not living.

And to always be thankful for what you have, and know what you put into something is what you get out of it so make sure you always give it your best.

2009 is almost over. How will the year turn out for LRG? Will revenues be up or down?

2009 has been challenging for the global economic climate at large. LRG has kept its head down and focused on being the best LRG it can be.

We cannot control most outside forces, but we can design great product, market and communicate to our customers, provide fantastic service and operate with excellence.

We have had revenue growth in 2009 and we are one of the top performing brands within a majority of our partnering retailers.

What is next for the brand?

A fantastic 2010 is next for LRG. We plan on executing with greater efficiency and growing our revenue with many of our existing partners within multiple channels, fashion, skate, and streetwear.

We will be launching our skate video "Give me my Money, Chico" in March.

Many other projects are being worked on as we speak and LRG's future looks very bright. Stay tuned.


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