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CEO and founder of alternative clothing brand Black Milk has died in an accident while on holiday.
James Lillis, known as jL, passed away during an accident on holiday recently, with the brand confirming his death on Friday.
"We have some deeply personal news to deliver from the BlackMilk team.
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"Our Founder James, or as some of you know, jL, had an accident while on holiday.
"He managed to hold on until his wife Linda, their 2 daughters, and his best friend arrived to be by his side, but he succumbed to his injuries and passed away peacefully.
"We are all shocked and grieving. And while we take a moment to process and support each other, we're calling on our community, our sharkies, for an OG (original) love bomb."
"BlackMilk is his legacy…help us celebrate the life of a true visionary and brilliant entrepreneur."
Lillis started making clothes in 2009, founding Black Milk clothing shortly after he realised he could sell to like-minded people online.
The brand steadily built a fanbase over the next decade, now amassing thousands of loyal customers and over one million followers online.
The brand called on its customers to post photos of themselves in Black Milk clothing to help honour Lillis' memory.
Black Milk is a Queensland-based online clothing brand that sells alternative-style clothing.
On the website's About Us page, jL details how he started his company, signing off with:
"So who am I?"
"Just the guy with the coolest job in the world."
