Rich Hirsch is a BMX rider from Washington who sorta ran the NW scene at the time he started Lotek Footwear. Rich rode and worked for MOSH until the disbanding of the BMX program at that company. Rich then left Subrosa to start his own bike brand, Stranger. Stranger is made through S&M Bikes and is teamed up with OSS Parts through Them BMX.
Rich started Lotek on his own in 2004. Samples drawn on pieces of paper and duct tape turned into the most popular shoes in BMX.