Last year Dov Charney predicted a shift in “streetwear’ styles to a more “prep” aesthetic. The alleged shift was suppose to be in full swing by 2012. Starting with Spring / Summer 2011 Lookbooks, and slowly but surely, a few of your favorite brands are proving that the predictions of the American Apparel head honcho just might be correct. Letterman Jackets. Ivy League Sweater action. Proven predictions or not, Lifted Research Group aka LRG is definitely in on the new moves.
Shot in all the right places of San Francisco, CA. LRG’s lookbook / vintage music video features a few chaps you may have heard of. You’ve got the musical stylings of Mayer Hawthorne and Bilal. Also on deck, LRG snow team rider Chris Grenier, and skate team riders Tom Asta, Felipe Gustavo.
Add the streets of San Francisco and a quality crafted vintage soundtrack and you have the perfect set of elements to introduce an iconic brands new aesthetic. Video at the end of post. Enjoy.
Extra LargeUp to Kaniko Kali (thanks).
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