About Lifted Research Group

Orange County-based Lifted Research Group, Inc. (LRG Clothing) is a leading designer, marketer and distributor of skateboard and music-inspired clothing and accessories. Founded in 1999 by two designers and OC natives, Jonas Bevacqua and Robert Wright, the clothing is inspired by creative, forward-thinking concepts that resonate with the multi-cultural “millennial” generation.

The ‘creative lifestyle’ brand started with a cult-following of disc-jockeys, musicians and skateboarders, who accepted LRG as an authentic representation of their lifestyles, which was an alternative to other brands who were not immersed in the creative scene like the people behind LRG. Grass roots marketing at music events, Skateboarding contests and tradeshows legitimized the brand in several different circles. This innovative, multi-faceted marketing approach, built from the eclectic and authentic interests of LRG’s ownership allowed LRG to build a broad account base and emerge as an iconoclastic, durable and vibrant company.

LRG’s broad success is due to its innovative graphic designs, edgy and humorous messages, and well-timed celebrity endorsements. In 2007, Entrepreneur Magazine named LRG the 5th fastest growing company in the United States. One year later, the preeminent fashion industry magazine, DNR, named LRG the #1 Young Men’s brand. LRG’s success continues with numerous brand extensions including a women’s/junior’s clothing line named Luxirie by LRG, a full line of kids clothing, and a wide ranging accessories collection.

“Underground Inventive, Overground Effective” was a slogan coined by Jonas and Robert when the brand was just starting up. The phrase encapsulates LRG’s mission and provides some insight to its success. LRG is an incubator for underground artists and emerging athletes, future stars and innovators whose talent and creativity are certain to turn the status quo upside-down. LRG provides an outlet, inspiration, and support for the future of voices America and has become itself, an icon of New Americana.

About Branded: Saluting Emerging Designers Michele Genevieve & Oday Shakar

In 2008, founder and designer Michele Genevieve combined a love of denim, eye for fashion and attention to detail to launch Hollywood Million Denim, a chic new line inspired to make every woman feel beautiful.

Named after friends and family, the line consists of cigarette pants, skinny jeans, trousers, boot-cut jeans, cut-off shorts, boyfriend jeans, and denim jumpsuits created to fit perfectly and flatter all sizes and body types. True to its Hollywood name origin, the line was quickly embraced by celebrity stylemakers Kim Kardashian, Drea DiMatteo, Jenny McCarthy and Kara DioGuardi, as well as the cast of Real Housewives of Orange County. Genevieve will be featured in an upcoming episode where Vicki Gunvalson sees a sample of her design collaboration on the “Vicky Lynn” jean. Stylists for Melrose Place and 90210 have also included designs from Hollywood Million Denim in their cast wardrobe selections.

Hollywood Million Denim not only feeds a fashionista’s craving for the latest styles but also caters to her altruistic side. The brand has developed a program called Give Back Give Thanks which awards five percent to each consumer’s favorite charity with every pair of jeans sold.

Oday Shakar knew from the age of 9 he wanted to become a fashion designer. In 2000, while at FIDM, he began his journey into the LA fashion industry by working at Von Dutch as an assistant designer under Christian Audigier, current founder of Ed Hardy. By the age of 20 Shakar became the head designer for Dragonfly clothing. He went on to design for Christina Milian for her music video “Dip it Low” as well as other projects. At age 21, he presented the first pieces of his own collection at the Mercedes Benz charity event Fashion Forward Hits Beverly Hills during LA Fashion Week.

Shakar has always had a passion for creating and designing gorgeous pieces that will give women the confidence they deserve. His goal is to make every woman feel beautiful, elegant, and special when she steps into one of his creations, no matter her age or size. Shakar says, “To me, women are the inspiration for all beauty in the world. I design and create custom pieces for my clients in order to provide them with a unique experience. My pieces are tailored to their figure and created based on their needs and desires. I live and breathe fashion; it is who I am as an artist and I feel fortunate everyday to be able to say I love what I do.”