Brand Tone

Authentic, Creative & Inventive, Supportive & Community-Oriented, Street-Smart & Culturally Connected, Aspirational & Visionary, Nostalgic. The tone is generally informal, cool, and confident.

Brand Values

• •Originality and Innovation
• •Support for the Underdog/Independent Culture
• •Authenticity
• •Community & Unity
• •Passion & Drive
• •Growth & Nature
• •Creativity
• •Resilience & Legacy

Best Practices

• •Embrace the "Underground Inventive, Overground Effective" Ethos: Copy should reflect originality, creativity, and a connection to grassroots movements while also conveying confidence and broader appeal. Use language that is both street-smart and aspirational.
• •Speak to the "Above Average Person": Address the audience as individuals who are passionate, driven, and looking for more than just mainstream trends. Copy should feel inclusive to those "in the know" and supportive of their unique pursuits.
• •Highlight Community and Support: Consistently reinforce LRG's role as a supporter of artists, skaters, and the independent culture. Use terms like "group," "family," "support," and showcase collaborations authentically.
• •Stay True to Cultural Roots (Hip-Hop, Skate): Infuse copy with an understanding and respect for these cultures. This can be through authentic slang (used appropriately and not forced), cultural references, and imagery that resonates with these communities.
• •Balance Legacy with Innovation: Acknowledge LRG's history and iconic status, especially when relevant (e.g., re-releases), but also convey that the brand is forward-thinking and continues to innovate. Avoid sounding dated; instead, frame legacy as a strong foundation for current relevance.

Social Perception

Legacy Brand, Culturally Connected, Variable Quality/Service Perception, Accessibility vs. Exclusivity, Resurgence/Nostalgia, Supportive of Talent

Copy Examples

• •Headline: Rooted in the Underground. Built for the Visionaries. Body: For 25 years, LRG has been more than a brand – it's a support system for those grinding to make their passion their paycheck. Still inventive. Still effective. Still LRG. #LRG #UndergroundInventive #OvergroundEffective
• •Headline: Elevate Your Craft. Body: The original essence for the above-average individual. LRG brings you gear designed with passion, for your passion. What are you building? #LiftedResearchGroup #StreetwearOriginals #CreativeLifestyle
• •Headline: Legacy Lives On. Body: From iconic designs that defined an era to fresh drops inspired by the culture that raised us. LRG: Respect the roots, invent the future. Explore the new collection. #LRGClassics #UnityThroughDiversity #StreetCulture
• •Headline: More Than Clothing. It's a Way of Living. Body: We see you – the artists, the skaters, the creators. LRG is crafted for your journey, your hustle, your unique vision. Join the Group. #LRGFamily #SupportTheUnderground #AboveAverage
• •Headline: Still Fresh. Still LRG. Body: Decades deep and the vision is clearer than ever. Authentic designs, timeless appeal. Rock the gear that speaks your language. #LRGClothing #StreetStyle #Since99