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L-R-G TO ENTER WOMEN'S URBAN MARKET WITH LUXIRIE.(Lifted Research Group Inc. launches women's line for spring called Luxirie )

WWD

| November 02, 2005 | COPYRIGHT 2005 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: Khanh T.L. Tran

LOS ANGELES -- L-R-G, the men's label spanning the skateboard and hip-hop markets, is starting a women's line for spring called Luxirie that it hopes to position between urban brand Baby Phat and designer label Marc Jacobs.

"We are bringing some high-fashion styling and fabrications into the Baby Phat market," said Robert Wright, who cofounded Luxirie's parent company, Lifted Research Group Inc., in 1999 with Jonas Bevaqua. "Offering a luxury type of product [for example, $550 jeans at retail coated with Swarovski crystals on the back pockets, waistband and belt loops] in the women's urban market is what is going to allow Luxirie to stand out from the competition."

Lifted Research is getting into the women's business as urbanwear is becoming more sophisticated, with female shoppers demanding more fashion items such as gauchos, capris and shrugs, said Lou Ann Bett, division president for D.e.m.o., the urbanwear chain owned by Pacific Sunwear of California Inc.

"The overall aesthetic of urbanwear is changing," she said.

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