RIP Jonas Bevacqua – Founder of LRG Clothing Co.

May 31st, 2011 | By | 1,937 Comments

The Action Sports Industry lost an icon in fashion and lifestyle today. Jonas Bevacqua, co-founder of the Lifted Research Group passed away in his Laguna Beach home today at the age of 34. He coined the powerful mantra “Underground Inventive, Overground Effective” which united the many voices in Southern California’s skateboard, surfing and hip hop culture.

Jonas was a driving force of positive energy, and will be missed all around the world. Here’s a short video profiling his unique world-view that inspired so many and made LRG no.5 on Entrepreneur Magazine‘s list of the top 500 fastest growing companies.

LRG’s Visually Heard Videos featuring Jonas Bevaqua from bf bk on Vimeo.

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Black Out Bill’s Band of the Week – SNFU

May 27th, 2011 | By | 1,883 Comments


The history of punk cannot be told without mentioning these 4 letters- S N F U.


Surf Like A Girl (Yes, It’s A Good Thing)

May 25th, 2011 | By | 5,209 Comments

Like a kitten in a knitting circle at Nike’s new all-female surf movie, Leave A Message….


After watching the Leave a Message trailer, I posted something on my Facebook like, “OMG I’m so excited to see this surf film,” and by the grace of the surf gods, hours later I had an invite to see the OC premiere that Friday night. I have good friends, what can I say (Thank you Jen!!)

Showing up, I felt a little silly as I took my front row seat among the crowd of nine year old girls but my reservations went out the window when I first spotted Coco Ho. Almost peeing myself in excitement I thought, “No Elsa, you are right where you belong.”

Kudos to all the girls but hands down, my favorite part was Carissa Moore’s tow-in clip. Epic.

Afterwards I was lucky enough to participate in a Q&A with some of the girls. Meeting Coco Ho, Laura Enever, Malia Manuel, Monica Byrne-Wickey and Carissa Moore – what can I say other than I can now die a happy lady. Star struck? Me? Umm, YEAH!

Hope you get a chance to see the film too!!
Oh, wait, you can… Watch it HERE

As my coworker Morgan so perfectly put it, “Takes the sting out of the phrase ‘surf like a girl’.”


About the Author: We love to laugh with her. Yes, with her. Hobbies include serenading silent office buildings, distributing miscellaneous kitten media, and smiling- her undisputed favorite.

Win It Wednesday: Spy Fiona Shades

May 25th, 2011 | By | 7,837 Comments


Enter to WIN these new shades from Spy…TODAY ONLY!
How do you win, you ask?
1. Become a fan of SWELL
2. Click on the ‘Win It Wednesday‘ tab (hint: if you don’t see it, it’s probably not Wednesday, which means you’ll have to wait until next Wednesday to enter)
3. Fill out the entry form
4. Invite friends (earn 5 extra entries when a friend enters)
5. Up your chances of winning: ‘LIKE’ Spy for another 5 entries!
6. Leaver a comment, letting us know why you want to win

Good luck!