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La Jolla Group adds spiritually-inspired apparel brand In God’s Hands to its roster

August 11, 2010 3:35 PM

Press Release: 

Irvine, Calif. (August 11, 2010) – La Jolla Group (LJG) is pleased to announce the addition of In God’s Hands (IGH) to the company’s collection of leading youth lifestyle brands. This marks the first brand directly developed and launched by La Jolla Group, which owns the rights to some of the biggest names in action sports, including O’Neill Clothing USA, Rusty North America, …Lost Clothing and Metal Mulisha Clothing. 

In God’s Hands was created by Lauren Lusk in the loving spirit of her husband, freestyle motocross star and Metal Mulisha team rider, Jeremy Lusk, whose life was tragically cut short in 2009. Offering edgy, rock ‘n’ roll designs based on hand-drawn tattoo art and a righteous lifestyle, IGH will make its debut this November with just under 30 styles for men and women. The brand will be available initially at various specialty retailers and boutiques around Southern California, with plans to expand nationwide in 2011.

“We are extremely proud to introduce In God’s Hands into the La Jolla Group family of brands,” said Toby Bost, CEO, La Jolla Group. “This has been Lauren’s vision from the start, and we are dedicated to helping her make In God’s Hands a success as we grow La Jolla Group’s business in new consumer areas.”

This latest addition to LJG’s portfolio will build the company’s presence in the fashion and streetwear categories, while providing new distribution avenues alongside its core action sports brands. At the beginning of this year, LJG acquired LA-based True Love & False Idols, becoming the first LJG-owned brand outside the action sports industry.

“The design and management teams are all under one roof at LJG, which has made the process of starting In God’s Hands seamless,” said Bost. “We are a company that knows how to make great apparel brands work. Demonstrated by the success of the Group’s portfolio, we have the infrastructure in place to grow established names and support new concepts.”

According to Bost, the popularity of fashion-focused boutique labels, a consumer shift to more diverse apparel tastes and Lauren’s story were all factors in making Lusk’s vision a reality.

“The spiritual fashion sector has become extremely popular in recent years and the inspiring story behind In God’s Hands will resonate with consumers. Now is an ideal time to launch the brand, and reach a whole new audience in the process.” 

For more information, visit www.ingodshands.com, the IGH Facebook fan page or www.lajollagroup.com.

About In God’s Hands

In Gods Hands (IGH) is a spiritually powerful fashion collection inspired by the endless pursuit of hope and eternal happiness. Created by Lauren Lusk, IGH honors the memory of her late husband Jeremy Lusk, a freestyle motocross legend, who exuded love, faith and loyalty to everyone he touched. Utilizing quality fabrics, rock ‘n’ roll details and hand drawn tattoo-inspired artwork, IGH provides the wardrobe for a righteous lifestyle. In support of the brand’s mission to encourage all to promote faith, hope and love, a portion of sales of every garment will be donated to various charities across the United States. For more information, please visit www.ingodshands.com.

About La Jolla Group

La Jolla Group is the premiere multi-brand apparel licensing company, with a prominent portfolio that includes some of the most recognized names in fashion and action sports: O’Neill Clothing USA, …Lost Clothing, Metal Mulisha Clothing, Rusty North America, and True Love & False Idols. Enhancing the successful model perfected with the company’s acquisition of the O'Neill Clothing USA license from Jack O'Neill and family in 1992, La Jolla Group has applied its core competencies in design, marketing, sales, production, and distribution to each of its licenses, creating a diversified brand mix specialized in surf, skate, snow, motocross, street, fashion and beach lifestyle.

With a variety of successful brands, over 400 employees across the U.S., and 6 successful retail locations, La Jolla Group continues to evolve and leverage synergies across its platforms. La Jolla Group brands are sold in over 3000 retailers across the country, as well as in countries including Europe, U.K., Canada, Latin America, Australia, and Japan. For more information, visit www.lajollagroup.com.

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