Fear of God The Story Behind One of the Most Influential Luxury Streetwear Brands
Fear of God is considered one of the first brands to blend high fashion and street wear. With an eye for quality materials, and an emphasis on larger silhouettes, Jerry Lorenzo has redefined what it means to create luxury street wear.
The Fear of God Story
What is now a global luxury brand was started in 2012 by Jerry Lorenzo in the Hollywood area of Los Angeles. Jerry hasn’t always been a part of the fashion world. Prior to starting Fear of God, he worked a multitude of jobs from a business student and salesman to a sports marketer and promoter in Hollywood. All of his jobs helped Jerry gain access to LA’s sports and entertainment scene.
Prior to creating Fear of God, Lorenzo worked as a personal dresser for Matt Kemp. It was during this time that Jerry began creating his own clothing. He noticed there was a void in the market for high end, luxury clothing that was also comfortable. Because he had no training in fashion, Jerry taught himself how to sew, design, and create his own clothing.
It wasn’t long before Jerry Lorenzo caught the attention of the entertainment and fashion world with his modernized take on menswear that pulled from a variety of musical subcultures and United States’s vintage clothing.
Meaning Behind the Name
The founder Lorenzo appointed the brand with his personal values. Lorenzo’s interests and beliefs stemmed from his spiritual upbringing and understanding and interest in various religions. Lorenzo took the notion of fear of God from different religious books and interpreted it as having awareness, understanding, respect and appreciation for things beyond you and for things greater than you. Lorenzo held a deeper meaning and thought beyond fashion with this brand and didn’t want it to be another fashion label.
Though the name of the brand is religious, Fear of God is not an overtly religious fashion brand. Lorenzo wanted to incorporate different aspects of creative expression. Fear of God takes interest in various things ranging from fiction and literature to art and entertainment, philosophy, etc.
Rise to Global Recognition
Fear of God began as a successful menswear line started by designer Jerry Lorenzo. However, it gained worldwide recognition when celebrities, such as Justin Bieber and members of Kanye West’s creative team and friends, were spotted wearing Lorenzo’s designs.
Eventually, Lorenzo and West collaborated on a number of creative projects and endorsing deals. Lorenzo has worked with Nike and other athletic brands to develop new athletic apparel and shoes. Using his knowledge of high-end street wear, Lorenzo has launched successful lines of shoes and apparel under his label Fear Of God.
Fear of God plays in the gray area between high end apparel and accessories with sportswear, music and other entertainments. This has given the company the ability to more easily diversify into other ventures and expand across multiple markets.
Essentials by Fear of God
Fear of God’s sister company, Essentials, offers affordable, basic clothing and accessories. The line’s success demonstrates an interest in simple and basic clothing designs.
Continued Success
As a visionary, Lorenzo brings a unique and modern perspective to streetwear. His brand, Fear of God, interprets and exemplifies modern American luxury. Fear of God will continue to enjoy success and gain new clientele. Lorenzo’s desire is to change perceptions and definitions about streetwear. The Fear of God brand will continue to gain international recognition.
