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LRG in Tune with iTunes

LRG, or Lifted Research Group, is cranking up the volume to promote itself.

The Irvine-based streetwear and apparel brand announced two weeks ago it became an official curator on Apple Music, making it one of only a handful of fashion brands like Alexander Wang and Burberry to become a music curator for Apple.

LRG kicked off its new designation with four playlists: “Unity Through Diversity,” “Children of Vision,” “Underground Inventive, Overground Effective” and “Deeper Roots Stronger Branches.” The playlists touch on a range of genres from reggae, underground and instrumental with artists such as Tame Impala, Dead Prez, Tyler the Creator, Billie Eilish and The Gap Band.

LRG Director of Marketing Rene Garzona said the brand has always been rooted in music—it’s known for being promoted by artists like Kanye West, Migos and Gucci Mane.

“We support a tremendous amount of artists that range from underground to mainstream,” Garzona said. “We’re excited and thankful that our friends at Apple Music are giving us an opportunity to curate a variety of playlists, which allows us to share our diversity in music as a brand.”

Founded by Rob Wright and the late Jonas Bevacqua in 1999, LRG is carried at retailers including Tilly’s, Zumiez and Macy’s. It was acquired by San Diego-based licensed apparel company Mad Engine LLC in 2017 for an undisclosed sum.

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