Jonas delivers some great words in this interview with Hypebeast. I really enjoy what Jonas says on this topic below. See the rest of the interview HERE
Catering to a wide audience… is not really accurate in that we cater to a youthful, intelligent, fresh and diverse customer. From fashion boutiques to mom-and-pop surf & skate accounts to street and big box accounts. I think it’s naive when people say “I can’t fuck with LRG because they’re in store X.” First off, it’s an honor to be in all of our wide-reaching, diverse accounts. We started this company not to keep it from people but because we were so proud of our designs and messages that we wanted to share it with the world.
Why wouldn’t you want every kid in the world to see your new line? Is that considered not cool? You know what’s cool is when you can employ 150+ people and help keep a store’s lights on. That’s really fucking cool. 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. Don’t let some magazine tell you what to “hump or dump?!” or some fashion blog tell you that you have to wear snapbacks and vulcanized shoes now and you have to trade in your denim for chinos. Fuck all that shit. Rock it because you fucking feel like it. All I’m saying is I think kids follow blogs like a religion. Go atheist for a bit. I don’t think blogs are bad, I just think kids let them influence them too much and they lose their identity in the process. The last few places I’ve visited looked like “revenge of the nerds.” I think it’s healthy for kids to take some time off that blog shit and start thinking for themselves again. I guarantee your style will change. This isn’t a personal attack on any brand or person so don’t catch feelings. This is just a general comment on the state of our culture and industry. Don’t talk about it, be about it!