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First documented in July 1994 issue of RAD, Lord grew to sponsor some of the raddest guys ever to ride bikes and boards with a team that featured names like Ian Morris, Baz Keep, Howard Cooke, Alan Rushbrooke, Pete Helicar, Bruce  Kelliher etc etc and was linked with bands and brands like The Beastie Boys, Green Day, Vans and Red Bull.
Based on a foundation of function, style and quality. We are about Attitude, Style and Memories. They will last FOREVER and Lord is committed to the future and we are pledged to our own WEAR AWARE sustainability campaign and principle.