LOS ANGELES — Jonas Bevacqua, the iconoclastic co-founder of streetwear label LRG, passed away on Monday. He was 34.
According to the Associated Press, Bevacqua was found dead in his home in Laguna Beach, Calif. An autopsy is scheduled to be held today, the AP said.
Bevacqua, who grew up surfing and skateboarding in Southern California, started LRG, which is short for Lifted Research Group, with Robert Wright and Charlie Moothart in 1999. Together, they grew the Irvine, Calif.-based brand to a leading streetwear resource with sales surpassing $150 million at retailers such as Karmaloop and Macy’s. As creative director at the independent, family-run business, Bevacqua helped build a loyal following with celebrity fans including Mayer Hawthorne and the Kid Daytona, many of whom collaborated with LRG on music projects.
Greg Selkoe, the owner of specialty retailer Karmaloop, was one of many who took to Twitter to pay tribute following the news of Bevacqua’s death. “RIP Jonas from LRG…. Karmaloop x LRG…We grew together so many years brother..We are devastated,” Selkoe wrote.
The rapper Raekwon also posted on Twitter: “Wanna send my condolonces to family and friends and the LRG family for the [loss] of my good friend Jonas Bevacqua, he will be missed!”
In a May 6 interview with online fashion and culture magazine Hypebeast, Bevacqua summed up his philosophy on fashion: “Don’t take it so serious, fashion is an expression. It’s an art, it’s a reflection of how you feel, it’s supposed to be fun. We’re not curing cancer, even though that would be nice. Most importantly always stay inspired or else you can get bored very easily. I’m constantly looking for new hobbies and interests to stay inspired.”
On LRG’s Web site, the company said Bevacqua is survived by his mother, father, son, fiancée and seven siblings.
“Jonas was a star who burned brightly in the sky and who is gone far too soon,” LRG said. “Rest in peace brother. You will be missed greatly, but never forgotten.”