Streetwear didn’t start as a fashion genre, it has always been a cultural movement fueled by visionaries who break boundaries, build communities, and inspire generations. Few figures embody this ethos better than Jonas Bevacqua, the late co-founder of Lifted Research Group (LRG). Recently, Bobby Hundreds, co-founder of The Hundreds, shared heartfelt reflections on LRG’s impact and a personal regret: never meeting Jonas in person. Yet, as Bobby eloquently expressed, the connection to Jonas’ legacy is alive and thriving through their latest collaboration.
LRG: A Blueprint for the Streetwear Revolution
In the early 2000s, LRG stood at the pinnacle of streetwear innovation. At a time when many brands were still finding their footing, LRG was building an empire. Their tradeshow booths weren’t just your typical displays; they were experiences, monuments to creativity, complete with the swagger and larger-than-life vision that made LRG legendary.
While Bobby and The Hundreds were starting with a modest rack of graphic T-shirts, LRG was already a global powerhouse. Their influence was unmistakable, with teams rocking signature track jackets, washed denim, and the bold, unapologetic energy that defined their brand. Jonas and his co-founder Robert Wright weren’t just running your standard clothing business of the time; they were reshaping the cultural language of streetwear, blending fashion with the ethos of hip-hop and that distinct urban edge.
Their success wasn’t merely inspiring, it was aspirational for many. As Bobby Hundreds recalls, LRG set a standard that was both awe-inspiring and intimidating. Beyond the glitz and glamour- the Lamborghinis, the celebrity connections (including a young Kanye West), and the worldwide deals – LRG was about something deeper: creating a blueprint for how streetwear could merge art, music, and community into a lifestyle.
A Tribute at ComplexCon: The Hundreds X LRG
At this year’s ComplexCon, The Hundreds has honoured LRG’s legacy with a 1-of-1 collaboration: the The Hundreds X LRG “Dead Serious” hoodie. The piece pays homage to LRG’s iconic “Dead Serious” skeleton hoodie, a cornerstone of streetwear history.
Designed with meticulous attention to detail, the hoodie features 3M-printed skeleton graphics and metallic silver trims, including a grill, staying true to the bold aesthetic that defined LRG’s heyday. The collaboration nods to the early 2000s with a nostalgic black-on-black print and The Hundreds’ signature Adam Bomb, seamlessly bridging the two brands’ histories.
Bobby shared that this project as a way to honor Jonas’ enduring impact on the culture. Even without meeting Jonas, Bobby feels the connection through this shared creative endeavor. It’s a testament to the profound influence Jonas and LRG had on streetwear as a movement and as an industry.
Bobby Hundreds and The Hundreds: Carrying the Torch
Since its inception in 2003, The Hundreds has become synonymous with storytelling, authenticity, and community-driven fashion. Bobby Hundreds and Ben Shenassafar (Ben Hundreds) built their brand on a foundation similar to LRG’s: merging personal narratives with cultural commentary, all while pushing the boundaries of design.
This collaboration exemplifies what makes streetwear unique. It’s not just about clothing; it’s about relationships, shared histories, and honouring the giants who paved the way. Bobby’s reflections highlight how streetwear legends like Jonas and Robert Wright didn’t just inspire a generation, they created a blueprint for modern street culture.
Closing the Circle
Jonas Bevacqua’s vision continues to resonate, and his legacy lives on in collaborations like this. Bobby Hundreds’ tribute serves as a reminder of the power of creativity and the enduring influence of those who dared to dream big.
As streetwear evolves, moments like this collaboration at ComplexCon remind us of its roots: bold visions, cultural innovation, and a relentless pursuit of authenticity. Through this project, The Hundreds not only pays homage to Jonas but also strengthens the bridge between past and present, ensuring that his legacy continues to inspire for generations to come.
