Jonas Bevacqua, co-founder of hip hop clothier Lifted Research Group (otherwise known as LRG), was found dead earlier today in Los Angeles. Bevacqua was 34 years of age.
While there are no official details released about the clothing designer’s cause of death, Bevacqua reportedly died in his sleep according to insider accounts. As the news swept throughout cyberspace, most especially the social network Twitter, friends and fans of the LRG brand were stunned and saddened by the news.
Bevacqua’s close friend Ben Baller, a Los Angeles-based celebrity jeweler, tweeted earlier today regarding the death of Bevacqua. “[W]oke up at 8am to the worst news I've heard in my lifetime....my best man,” said a grieving Ben Baller. Producer 9th Wonder also tweeted shortly after hearing about the death of the designer. “I just learned about the passing of a revolutionary mind....R.I.P. #Jonas Bevacqua-Founder of Lifted Research Group (LRG)...rest easy bro,” said the North Carolina native.
LRG’s ties with the hip hop community are strong, with many prominent names shown modeling their fashion in a series of ads. Alchemist, Smif-N-Wesun, Drake and legends such as Pete Rock, DJ Jazzy Jeff and De La Soul have sported LRG wears in advertisements over the years. The brand also had close ties with star athletes such as Memphis Grizzlies standout player Rudy Gay and New Orleans Saints running back Reggie Bush. New Young Jeezy signee Freddie Gibbs also joined the fray, modeling some LRG gear for the company’s 2011 summer campaign.
LRG was also a fixture in the hip hop community via a number of company sponsored mixtapes. Rappers B.o.B, 9th Wonder artist Big Remo, crooner/rapper Outasight and Chicago duo Kidz In The Hall and more all had projects released in tandem with the clothing company and were also seen wearing LRG gear on the covers of the mixtapes.
Rest In Peace to Jonas Bevacqua, a true streetwear pioneer.