OUR
JOURNEY
Training
BORN FROM A HIGHSCHOOL NICKNAME 'LOOSEKID'.
BORN FROM A HIGHSCOOL NICKAME 'LOOSE KID'.
Born from a legacy of motocross, BMX, and water sports in Logan, Australia, our journey began with a deep-rooted passion for extreme adventure. While we proudly maintain our HQ in Logan, the energy and commitment that started it all has resonated far beyond our local streets—sparking a vibrant, global community that continues to expand every day. As we build on our heritage and our mission to inspire our community to be 1% better every day, this is the journey of LSKD so far.
2002
Founded in 2002 Loosekid was coined from a high school nickname after our founder was being called a ‘Loose Kid’ riding BMX at 13. Inspired by motocross culture, Loosekid Industries created apparel that resonated with the energy and individuality of the action sports community. Shipping orders out of our founders mum’s bedroom and using containers in her backyard for storage, we quickly gained traction among the motocross community through exposure at events and Asutralian retailers.
The first ever product and orders going out from Jason's mum's bedroom.
Founder Jason Daniel in the early days of the original Loosekid Industries brand.
The very first product containers that stored product on Jason's mums property.
2007
We began using the abbreviated LKI as our brand name sometime during 2007. We operated as a wholesale business selling surf, street, water sports and motocross apparel to retailers across AU/NZ with a vision of inspiring our community to ‘Live Your Lifestyle’. The transition to LKI was a natural progression, enabling the brand to stay relevant in an ever-changing market while maintaining its connection to its loyal community.
With a focus on action sports, LKI was a transition into all action sports, such as wakeboarding.
The brand began showcasing their products at more events aligned with the action sports world.
One of the very first LKI brand campaigns, shot locally in Logan.
2018
As LSKD, we found our purpose as a functional fitness brand within the community fitness movement. Our focus turned to creating functional fitness apparel with world class fabric, fit and function, but keeping our edgy aesthetic built from the legacy of the brand over the years. With a new mission of inspiring our community to be ‘1% better every day’ and our 6 core values, we saw success in moving from wholesale focus to a DTC model with e-commerce then into retail. With each retail store we open comes opportunity to connect with a new local functional fitness community and share the brand in an authentic way.
2020
MOVED INTO OUR GLOBAL HQ
2022
OPENED OUR 1ST RETAIL STORES
Our journey into retail has been an exhilarating adventure marked by passion, persistence, and an unwavering commitment to quality. From our humble beginnings as a visionary brand to the creation of dynamic, immersive retail spaces, every step has been fueled by our desire to connect authentically with our community. Each store embodies the LSKD mission and values—a fusion of innovative design and community.