OUR
JOURNEY

 

OUR JOURNEY

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

OUR JOURNEY BEGINS

We began our journey in 2002 as ‘Loosekid Industries’, built off the high school nickname of our founder from his days riding BMX. Loosekid had an obsession with motocross culture. Through motocross events acting as a ’ground zero’, our logo began showing up more and more across

Australia, on stickers, hats and tees. We learnt the value of community early here - what started from a bedroom in the family home and a shipping container in the backyard, grew quickly because of the community we created.

 

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

MOVING FAST. BREAKING SH*T.

Loosekid Industries became LKI in 2007. Motocross was still our thing, but water sports and streetwear started to pop-up in our catalogues we’d show to retailers each season - we made it all - from life-jackets and gloves to keychains and boardshorts. Our mantra was; ‘Live Your Lifestyle’.

Our community had their individuality and interests and we wanted to meet them there, but we hadn’t found our focus yet.

 

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

FINDING OUR WHY

We swapped LKI for LSKD in 2018 and our mantra became ‘Chase The Vibe’. Still the same Loosekids from a decade-and-a-half ago, we had grown up (a little bit) and discovered a new love; community fitness.

We stopped asking retailers to buy our designs and went straight to the community that had been at the centre of what we did from the beginning. We jumped into an obsession with fabric and fit with our new focus on functional fitness apparel. After swapping the retailers for our own website selling straight to the community, we kept our street edge from our heritage in motocross and water sports and began finding our ‘why’.

 

 

2020

OUR GLOBAL HQ BREAKS GROUND

After nearly 10 years at our Christensen road office, our small team wasn’t so small anymore. We were packing and sending orders out to the community from 3 different warehouses because we ran out of room for product, and soon after, we ran out of room for people too.

In 2020 we broke ground on our new LSKD HQ in Logan, QLD which had always been home for the brand. The dirt pile of the empty lot that was the site of our new office and warehouse, used to be a favourite spot for our founder to burn around with his mates on their dirt bikes when they were kids. In 2020 we found our feet, found our ‘why’ and together as a team built our 6 values and our mission ‘To Inspire Our Community To Be 1% Better Every Day’.

 

 

 

2022

OUR EXPANSION INTO RETAIL

In 2022 we took all our learnings from the past 20 years; from the community we built from day one at motocross events, the rejection at meetings with retailers, the uncertainty of where we were going and why - and we put it all into our next chapter, LSKD retail stores.

It wasn’t enough for our community to see and read about our product, mission and values on their phone screens and computers, we wanted them to be face to face and skin to fabric. Our obsession with fabric, fit and function had butterflied into an obsession with self-improvement and becoming 1% Better Every Day. As we built more stores, more touchpoints with our community, we saw this mission resonate - and we were in.