Jonas Bevacqua was a college dropout and a DJ who had moved back into his parents' home when he met up with Robert Wright and created a street clothing company that resonated in Southern California and the nation. According to the Associated Press, Bevacqua and Wright "sketched out some of their earliest fashion ideas in his bedroom." The two went on to found Lifted Resesarch Group (LRG), a popular street clothing brand, in 1999, and the line enjoyed a rapid rise "as a major fashion force."