Jonas Bevacqua, co-founder of streetwear brand Lifted Research Group (also known as LRG) was found dead in his Laguna Beach home early Tuesday. He was 34 years old. Although an investigation by the Orange County Coroner's office is still pending, insider accounts say Bevacqua passed away in his sleep.
Many close friends were stunned by the news and expressed their condolences via Twitter. Los Angeles-based celebrity jeweler Ben Baller wrote, "[W]oke up at 8am to the worst news I've heard in my lifetime....my best man." And producer 9th Wonder said, "I just learned about the passing of a revolutionary mind....R.I.P. #Jonas Bevacqua-Founder of Lifted Research Group (LRG)...rest easy bro."
Bevacqua's multimillion dollar clothing company has strong ties with the hip hop community and often used big names like Alchemist, Drake, DJ Jazzy Jeff and Pete Rock in its fashion advertisements. Star athletes like New Orleans Saints running back Reggie Bush also sported the brand's products. Created in 1999 by Bevacqua and partner Robert Wright, the company grew to $175 million in revenue in 2007 and gave other popular brands like Rocawear, Live Mechanics and Coogi plenty of competition.
(Photos from left: www.twitter.com, LRG Logo)