Jonas Bevacqua, co-founder and creative director of the popular streetwear brand LRG, or Lifted Research Group was found dead in his Orange County, California home on Monday night. The DJ-turned-fashion entrepreneur was 34.

Local reports say his cause of death has not yet been determined and is being investigated by the coroner’s office but add it does not appear to be suspicious.

Bevacqua founded Irvine-based LRG, which Entrepreneur magazine reported had sales of $150 million in 2006, in 1999 with Robert Wright and Charlie Moothart. Known for its urban-inspired styles, it became a favorite of many in the hip-hop scene.

open letter on the LRG website
open letter on the LRG website
As news of his highly unexpected death spread, Bevacqua was remembered fondly by his colleagues.  In an open letter on the LRG website, Wright, Moothart and “The Entire LRG Family” wrote, “Jonas Bevacqua was a true pioneer in the fashion industry. As co-founder of LRG, Jonas was a creative visionary loved by those around him. Jonas was a friend, partner, father, mentor and a very caring person who inspired so many of us who were fortunate enough to be around him.”

Kiran “Kiki” Goraya in yesterday’s blog entry for urban retailer Dr. Jays added: “This is a sad day for the fashion industry, as we lost one of its legends. Many of us, including the folks I spoke with at LRG, are still in shock. Jonas’ fun spirit and sense of humor will very much be missed. Our thoughts go out to his family and friends.”

A Facebook page called “RIP Jonas Bevacqua” had already appeared last evening and had more than 100 followers.

Bevacqua is survived by his fiancee, son, seven siblings and mother and father.