LRG’s Dead Serious hoodie is of the most iconic pieces to come out of the ’00s streetwear scene. Following its re-release in OG form in 2021, the Dead Serious hoodie makes its return in 2024 as part of the upcoming Carrots x LRG collection.
The history between LRG and the brand Carrots by Anwar Carrots runs deep. In a message shared today by Anwar, the LA-based designer recalls getting the opportunity to meet LRG founder Jonas Bevacqua (RIP) and being featured in an LRG ad campaign in 2012 alongside PNCINTL co-founders Josh Peas and Casey Veggies:
“This collaboration is for my 16 year old self, that bought the fuchsia, zebra-print LRG Savage wordmark tee from Up Against the Wall, to go with the black denim fuchsia air forces I copped from Undftd, when it was next to Stussy in 06’. I reminisce about coming up with names for a brand/ blog at Bryan’s crib, after school at his pops crib (RIP). This is a very proud moment! Twenty one year old me is also thankful about meeting and interviewing the founder, and creator of LRG, Jonas Bevacqua. This is a brand that has a legacy even myself would love to have, and favor. Thinking back to 2012 when LRG put myself, Josh Peas and Casey in an LRG advertising campaign. This is truly a full circle moment.Thank you to the whole LRG team for seeing in Carrots what they see in LRG… Roots & Growth. Jonas Forever”
The Carrots x LRG Dead Serious hoodie comes in the signature Carrots color scheme, green and orange, with the rotten heart featuring a leafy carrot top twist. Based on the campaign video, we can see that the collection also features a variety of graphic tees (including an orange Dead Serious long-sleeve) as well as a crewneck, pullover hoodie, and sweatpants. This team-up with Carrots is the first of LRG’s 25th anniversary collabs, with hopefully more to come throughout 2024.
The LRG x Carrots collection drops Friday, February 2nd at 9am PST on the LRG website. Check out the campaign video and preview pics of the Carrots x LRG “Dead Serious” hoodie below.
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