"Our thoughts & prayers go out to the loved ones of Jonas, co-founder of LRG. We’re deeply saddened by this news. Rest in Peace."
Condolences have been pouring out from fellow clothing designers, media outlet and fans of the clothing brand.
Jonas Bevacqua started L-R-G in 1999, alongside partner Robert Wright, according to the brand’s website. By the mid-2000s, Entrepreneur magazine named the company one of the Hot 500 fastest-growing companies.
L-R-G also released compilation CDs with artists such as Kanye West, Raekwon and T.I.
Bevacqua told the site Hypebeast in a recent interview that his desire to design urban-inspired streetwear came from the lack of options he saw as a teenager.
”Ralph Lauren and these other companies dominated the hip hop fashion scene in the 1990s. It was then that I realized how brainwashed we were as a culture and as a consumer,” he said. “It dawned on me that none of these companies cared about our scene or put any money back into the people that were buying their products.”
He preached the idea of finding your own identity and never caving to the trends.
"Cool guys are really a bunch of clowns. They are like the kids that got picked on in school and now they hide behind their keyboards. Don’t let them fool you, kids. Do what makes you happy."