I've always wondered… why the fuck does "1947" play such a big role in the branding? Karl's shirt in the video says "original research group since 1947" and I always thought it was strange to be so cryptic on an otherwise straightforward apparel brand.
I mean, aside from the giraffe stuff (dafuq?)
"Lifted Research Group (commonly known as LRG) ... Started in 1999 by Co-Creators
Jonas Bevacqua and Robert Wright."
"Where did the acronym for this forward thinking brand originate? It’s actually a well thought out concept.
Lifted is a sense of vision, it’s seeing above everybody. Being above the crowd, that’s a big thing, the giraffe (logo) has always played a part of. The giraffe is the animal with the biggest heart and sees above all,” the Marketing Coordinator informed. “Research is the study and design of our culture, and Group is the collective of individuals who support and inspire the brand.”
Even the company’s logos have deeper meanings. From the roots symbolizes creation of where ideas first take hold, to the tree itself showing strength and capabilities. The cycle logo that is often used around the tree represents constant renewal, evolution, growth, and change.
Lastly, 1947 and 47 were included as a tribute to Jonas’ mom, her age when she pushed Bevacqua to pursue his dreams."