The founder of activewear brand LSKD is being celebrated as one of Logan City Council’s Logan Legends – an initiative celebrating the everyday heroes of Logan.
From his start selling stickers and t-shirts at BMX parks in Logan Jason Daniel has grown LSKD into an e-commerce powerhouse with 29 stores across Australia, New Zealand and the United States.
Mr Daniel’s entrepreneurial journey began in 2002 when he was just 13 years old and riding BMX bikes with the older kids in his neighbourhood around Cornubia.
“They said I was a little crazy on a bike,” he said.
Which earned him the nickname ‘Loose Kid’.
“The phrase stuck and we started printing stickers and shirts. It was grassroots, just fun back then.”
By 2007, Mr Daniel had transitioned his brand into LKI (Loose Kid Industries) and began building the business from his mum’s garage while working full-time as a carpenter.
“We had shelves in her bedroom, three shipping containers out the back. It was scrappy, but it was ours,” he said.
While the business grew in momentum and was doing well, LKI as a brand started to plateau in 2018, around the same time Mr Daniel and his wife Ally had their first child.
“We were stuck at around $3 million a year for five years,” he said.
“There were weeks I couldn’t pay myself. I had just become a dad. It was stressful. I knew I had to find our purpose.”
That year marked a turning point and Mr Daniel rebranded the company to LSKD, short for Loose Kid, and gave it a new mission – to inspire the community to be 1 per cent better every day.
“We started asking why we made things. What did our community need? How could we build something meaningful,” he said.
In 2019, LSKD launched its flagship product: the Rep Legging, designed from scratch with custom fabric. It became a bestseller and solidified the brand’s place in the global activewear market.
In 2022, Mr Daniel opened his first physical retail store in Loganholme.
“Nowadays we’re obsessed with quality and community. We want to build the best product in the world, right here in Logan,” Mr Daniel said.
“There’s not many brands to come out of Logan, but we see this as a competitive advantage.”
Now as a dad of three, family remains at the core of Mr Daniel’s life. He and Ally, his childhood sweetheart, work as a team to raise their children while running a global business.
“It’s about balance, family, fitness, and career. That’s what 1% better every day means. It’s not just about training. It’s about doing something small, even on a tough day, which moves you forward,” he said.
“I want to build something that matters and I’m proud to be doing it from Logan.”
