The shock tactics LSKD founder used to get his first home loan – realestate.com.au

The founder of one of Australia’s most popular sportswear brands had to lie about how much he earned to secure his first home loan.

LSKD CEO Jason Daniel, who spent five years as an apprentice carpenter and grew up on a lot in Logan, bought his first home in 2011.

“Luckily my wife had a full-time job at the time and a permanent position with Logan City Council, so I had to fake my salary,” Daniel said.

Jason Daniel, the founder of sportswear brand LSKD, at his home in Daisy Hill. Photo: Lyndon Mechielsen.

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“I had to increase my salary to $50,000 to get a (loan) at the time. I think I was making $240 a week – I actually didn’t tell many people that.”

Mr Daniel and his wife, Ally, lived in the house for ten years before purchasing their current property in Daisy Hill, and also own an investment property.

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“For me it was always about, ‘If you can get in, you can get in,’” he said. “Think about the long term, not short term profits.”

The 38-year-old, who has an estimated fortune of $221 million, started the company from his mother’s bedroom in 2022 as a teenager, initially selling T-shirts to fund his motocross racing.

LSKD founder Jason Daniel at his headquarters in Logan. Photo: Nigel Hallett.

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What was initially called Loose Kid Industries remained a side business as he finished school and then trained as a carpenter’s apprentice.

In 2007, he operated as a wholesaler out of his mother’s bedroom with several large shipping containers full of products on their premises.

Three years later, Daniel took the plunge and made LSKD – the name comes from his BMX nickname ‘Loose Kid’ – his full focus, the same year he retired from dirt bike racing.

Today, sales of LSKD clothing have soared past the $150 million mark.

One of LSKD’s stores. Image: LSKD.

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The company has more than 500 employees, 29 stores worldwide, and another 12 will open by the end of this year.

But it didn’t always go smoothly.

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“I always thought it could be big… but over a five-year period we stopped growing,” he said. “I really wanted it to grow, and I wanted it to become something, but I didn’t know why. We were trying to be everything to everyone and we didn’t really have a goal.

“I think through those struggles I really learned to slow down and speed up and realize what I was doing wrong… which then led to, ‘If we can create a brand with a why, come to work with a purpose, can it make money so I can have a job and build a career for other team members.’

LSKD’s headquarters in Logan. Photo: Nigel Hallett.

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Speaking to 1000 people at Ray White’s annual ‘The One Conference’ in Brisbane on Thursday, Mr Daniel encouraged the audience to be “1 per cent better every day”.

“It’s our mission, it’s our purpose,” he said. “I live and breathe it every day. From the time I get up in the morning, to what time I go to work out, to listening to books, to a goal I set for an event I’m going to organize soon, to how can I improve my career, how can I learn, how can I be a better father.

“You are only as good as what you did yesterday.”

American celebrity Emily Ratajkowski wears LSKD clothes.

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With that in mind, he has an ambitious goal to grow the brand into a $1 billion company by 2032.

“If we do well globally, I think we can be much bigger than that,” he said.

And he has no plans to move from the Logan area, where the brand is also headquartered.

“My children go to school nearby, there is an office nearby,” he said. We love where we live.

“I think I’m really inspired by the idea of ​​creating a Logan technical apparel company. Can we create a global Logan brand and really celebrate that?”

Avi Khan, director of Ray White Daisy Hill – AKG. Image supplied.

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AKG Group CEO Ray White and The One Conference founder Avi Khan said this year’s conference was more important than ever given the spotlight on the real estate sector.

“Public scrutiny is greater than ever,” Khan said. “Standards are being questioned. Practices such as underquoting and short-term behavior, results at any price, undermine trust and damage the reputation of a sector that, at best, plays a very important role in people’s lives.

“We all have a collective responsibility to raise standards – not through noise or outrage, but by leading by example.”