Posted on July 12 2013
There are certain things that will simply never go out of style. Qualities like craftsmanship, good fit and a little bit of hip-hop influence will always serve a brand well, they keep things properly wedged somewhere between head-turning loud and ‘check yourself’ mellow. Few companies in the lifestyle apparel space cover all of these bases better than one of if originators in the form of LRG.
The Lifted crew has been at it since ’99 and in that time they have seen trends and styles come and go. Over the years they have managed to balance those things with what they truly believe in, and in the process have allowed themselves to become incredibly popular while remaining properly legit.
In an age where creativity and style often seem contrived and insincere it is always refreshing when LRG releases a new collection for the coming season. Using tools that have been tried and tested in seasons past, the brand has put an invigorating spin on some classics bringing to market a well-designed offering for fall 2013. Tonal colour combinations, neutral hues and perfect patterns for the time of year are all things we have come to expect from the Lifted Research Group.
So with the interest of creativity and style in mind, here comes the aforementioned invigorating spin. This time around LRG has enlisted the creative services of Travi$ Scott to great their new video lookbook.
The rapper/producer has worked with some of the heaviest hitters in hip-hop and certainly brings more than a little authenticity to the influence on this piece. Coinciding with a lot of the aesthetics for his recent release ‘Upper Echelon’ we are treated to some very earthy tones to the visuals for LRG fall 13.
Enjoy the rest of the summer while it lasts, but keep progress in mind and remember it’s never too early to start thinking about next season.