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La Jolla Group puts its business In God’s Hands

The action-sports apparel company is launching a clothing line for the spiritually inspired.

BY AMANDA EDENPublished: August 13, 2010 07:42 AM

Irvine-based La Jolla Group owns some of the most popular labels in the action-sports apparel industry, including O’Neill, Rusty, Lost and Metal Mulisha. Now the company is taking on a more spiritual tone with its newest brand – In God’s Hands. It’s the first brand that the company has directly developed and launched.

Lauren Lusk created the line as a tribute to her husband, Jeremy Lusk, a freestyle motocross star and Metal Mulisha team rider who died in 2009. In God’s Hands displays edgy, rock ’n’ roll designs with a spiritual undertone.

The brand will debut in November with about 30 styles for men and women. It will initially be sold in retail stores in Southern California and will expand nationwide next year. The brand is expected to bolster the La Jolla Group’s presence in the fashion and street-wear categories.

“This has been Lauren’s vision from the start, and we are dedicated to helping her make In God’s Hands a success as we grow La Jolla Group’s business in new consumer areas,” said company CEO Toby Bost. “Now is an ideal time to launch the brand, and reach a whole new audience in the process.”

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