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.