In God's Hands launches
Lauren Lusk, wife of fallen motocross hero Jeremy Lusk who died on February 10, 2009 after a crash from head injuries, has launched In Gods Hands, a faith-based clothing company that honors Jeremy and promotes inspiration. Lusk got involved with the La Jolla Group (Metal Mulisha, Lost, O'Neill) by making t-shirts honoring her husband's memory and it sparked an idea for an entire brand.
"Toby Bost, the CEO of La Jolla Group approached me with the opportunity like, 'Why don't you start your own clothing line? It's something that will be a career for you and you love fashion and you love clothes -- it's something to carry on Jeremy's name and legacy.' I knew it would give me something to do and be passionate about -- it just started a couple months ago," Lusk told ESPN.
In God's Hands aims to branch out and appeal to more than just motocross fans.
"It's not a moto brand so it kind of speaks to a different consumer, so it's probably gonna be in more boutiques and stores like that," Lusk said.
Look for In God's Hands online and check out the 2011 collection.