Mumbrella360: ‘I had to make my mum redundant’ – The road to a $100 million sportswear brand

From a humble vision crafted by a 16-year-old apprentice carpenter to a $100 million powerhouse, LSKD has transcended into a global sensation worn by huge names like Zac Efron and Emily Ratajkowski. 

An avid BMX rider, then-13-year-old Jason Daniel was known as the Loose Kid (LSKD) within the biking community, a name coined by the older boys following a failed attempt at making a big jump. 

Daniel had been making T-shirts for the local BMX community since he was 12, turning his side gig into a business in 2002 with the launch of Loose Kid Industries. Five years later, Loose Kid Industries transformed into LKI as a wholesale business, producing motocross apparel. 

“I was racing motocross, thinking I was going to make it as a pro athlete, but I didn’t. I ended up going full-time at LKR in 2010 after finishing my trade, and it was just this crazy journey from 2010 to 2018 of making lots of products for everyone,” Daniel explained at the Mumbrella360 conference last week. 

However, within five years of launching, the business hit a stalemate. 

While Daniel awaited the birth of his first child, he was grappling with a lack of financial growth and reassessing the direction of both his business and values. 

“I didn’t really know what we stood for or why I was coming to work. I loved what I did, but I didn’t know why,” he said. 

Through books and learning about his “obsession for fitness and action sports”, the Queenslander was inspired to create something bigger and better, and LSKD was formed in 2018. 

The brand transformed into sportswear with a streetwear aesthetic, homing in on functional fitness communities with a mission to encourage people to become 1% better every day. 

And while LSKD has continued to grow over the past six years, reaching record profits and most recently opening its first flagship store at Queensland’s Pacific Fair, Daniel has had to make some tough decisions to evolve the business, including making his mother and brother redundant. 

“Iwasn’t fun,” he said.  

“I needed to go back to ground zero and rebuild something from the ground up. You have to make tough decisions in your journey if you want to see something bigger than yourself. 

Emphasising the importance of building a community at a grassroots level, he added: “If we can have great conversations that inspire our community or they leave learning more about our mission and our values, to us, that’s a win.”

To watch this session recording and more from Mumbrella360, head to Mumbrella Pro.


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