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In late 2004 Devon Griffith created the urban fashion brand Massive Revolution. Griffith was no light weight as far as fashion was concerned and had previously worked with Ralph Lauren, Polo, Chaps, and Perry Ellis brands. When Griffith created Massive Revolution he didn’t want it to be another poser knocking off Japanese urban wear, or mirror the LRG (Lifted Research Group) look. Griffith describes Massive Revolution gear as “fun, clever, passionate, real and detailed”.