Inside A Crazy Mutli-Million Dollar Clothing Brand Office

Quick Overview

The video provides an exclusive tour of the impressive, multi-million dollar office and archive room of the streetwear brand Lifted Research Group (LRG), currently licensed and operated by Damir Drip through Montage Brands, showcasing rare memorabilia like a McLaren 600LT, iconic G-Shock collaboration pieces, and original LRG artwork and apparel.

Key Points: Damir Drip, through his company Montage Brands, acquired the licensing rights for the iconic streetwear brand LRG (Lifted Research Group). The LRG office features a custom-wrapped black and green McLaren 600LT valued at over $300,000. The office tour highlights rare collectibles, including a fully functional LRG x G-Shock watch and the extremely rare LRG x Nike Mag sneakers, valued around $25,000. The archive room contains original LRG pieces, including a heavily studded gold jacket worn by founder Jonas, and vintage Wu-Tang Clan merchandise from the 1990s. The office space includes a creative area with a large collection of design magazines and art books used by founder Jonas for inspiration, a high-end golf simulator (valued at $60,000), and a lounge area with a large mural. Damir Drip mentions that Travis Scott visited the office a year prior to acquire an LRG x T-Mobile Sidekick 3. The archive room stores the brand's history, including framed photos from photoshoots and early promotional materials.

Context: The video features a tour of the headquarters of the iconic streetwear brand Lifted Research Group (LRG), hosted by the current licensee, Damir Drip (Instagram: @damirdrip), who runs the brand under Montage Brands. The tour focuses on the company's current multi-million dollar office setup, showcasing high-value assets, rare collectibles, and the extensive archives that document LRG's history since its founding in 1999 by Jonas and Rob Wright.

Detailed Analysis

The video is an in-depth interview and office tour hosted by Superline, featuring Damir Drip, the current licensee of the historic streetwear brand Lifted Research Group (LRG). The tour begins outside, showcasing Damir Drip's LRG-branded McLaren 600LT, which he states is fully tuned to 1,250 horsepower and valued at over $300,000. Inside the office, they tour the creative space, which features a large, vibrant mural, plush white furniture, and a dedicated golf simulator valued at $60,000. They then enter the LRG Archive Room, characterized by bright green walls and racks of vintage apparel. Damir Drip shows off several highly valuable collectibles, including a pair of Nike Mag 'Back to the Future' sneakers (valued at $25,000) and a green LRG x T-Mobile Sidekick 3, noting that Travis Scott once visited to acquire one. The archive also holds rare, unreleased pieces like a heavily studded gold jacket and vintage Wu-Tang T-shirts printed on Alstyle blanks from the brand's early days in the late 1990s. Damir Drip explains that the brand's initial struggle was due to his inexperience, not a lack of coolness, and he meticulously curated the archive for inspiration. The tour concludes by showing the main office area with computers, design boards, and filing cabinets, emphasizing the successful evolution of LRG under the new license.