While on vacation, the CEO and creator of the alternative apparel line Black Milk met an untimely end.
Recently, James Lillis, also known as jL, died in an accident while on vacation; the brand announced his passing on Friday.
“The BlackMilk crew has some very personal news to share.
“While on vacation, our founder James—also known as jL, as some of you may know—had an accident.
“He held on until his best friend, his wife Linda, and their two daughters came to be by his side, but he eventually succumbed to his wounds and died quietly.
“We’re all in shock and in mourning. And we’re asking our community, our sharkies, for a unique love bomb as we take a time to reflect and encourage one another.”
“BlackMilk is his legacy…help us celebrate the life of a true visionary and brilliant entrepreneur.”
In 2009, Lillis began producing apparel and soon after realized he could sell to like-minded people online, he founded Black Milk clothing.
Over the ensuing ten years, the company progressively grew its following, and today it has over a million online followers in addition to thousands of devoted consumers.
In an effort to honor Lillis’ memory, the business asked its consumers to share pictures of themselves wearing Black Milk apparel.
Black Milk is an online apparel brand that offers alternative-style clothing and is situated in Queensland.
jL describes how he founded his business on the website’s “About Us” page, concluding with the words “So who am I?”
“Just the guy with the coolest job in the world.”
