Jonas Bevacqua, co-founder of Lifted Research Group (LRG) was found dead today in his Los Angeles apartment. No reason for his passing has been given, but it is being reported that the streetwear innovator died in his sleep.

LRG grew to prominence in the world of streetwear and hip-hop clothing on a series of classic ad campaigns featuring artists such as Drake, Pete Rock, DJ Jazzy Jeff and 9th Wonder, who tweeted, ““I just learned about the passing of a revolutionary mind….R.I.P. #Jonas Bevacqua-Founder of Lifted Research Group (LRG)…rest easy bro.”

LRG also was a leader in the trend of clothing labels sponsoring mixtapes by up-and-coming rappers, including 2008’s Hi My Name Is B.o.B., which gave the hit-making rapper some of his earliest exposure which made it’s exclusive premier on this website.

Our thoughts and prayers go out to the friends and family of Bevacqua.

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