How did LRG build such strong relationships with artists and professional athletes?
AR: Networking. Being such a grassroots brand allows us to be eye to eye with the people. KD: Solid design. People want our shit `cause it’s hot. The money has never been an issue. We’ve never had people sign contracts or anything. It’s more of a friend and peer relationship. Format: As the marketing guys, when you do reach out and are trying to network, what do you look for in the celebrity, athlete and musician? AR: First and foremost, do they want to rock the clothes? I want to make sure they feel the brand. KD: They have to be tight and I have to be feeling their whole movement. They have to project a good image and fit the LRG mold. There’s no real mold though – if they are a rock stars or skimboarders. We just did an LRG x Victoria skimboard. Format: On a personal level, what relationship did you feel great about developing? AR: I remember when Kevin and I were on the street team. I was a huge DJ Shadow fan. He was playing at some college radio station. We went all the way up the
