The swift rise to the heights Fear of God to become one of the most active streetwear label with a clear agenda is typically due to the support of such stars as Kanye West, and Justin Bieber, as well as its partnerships with all kinds of brands, including Nike as well as Ermenegildo Zegna. However, for the founder Jerry Lorenzo, launching the label in 2013 was the start of a more personal experience. It ended in logical fashion with the release of Essentials that is a cost-effective brand that is a sister to the brand’s iconic pieces, which was launched in 2018.
“When we first launched Essentials in the year 2005, honestly my passion was developing a collection that was a way to help those kids who couldn’t be able to afford the things we were creating in a luxurious way,” Lorenzo explains over the phone from his studio in Los Angeles. “A majority of people were turned off by the prices, without being aware of the reasons behind why prices were the way they were they were and did not understand the subtleties of construction or the materials and fabrics which go into making luxurious.”
Luxury’s intrinsic exclusivity is based on the high prices and exclusive fashion shows and a narrow concept of beauty that is communicated through advertising and fashion shows, streetwear’s exclusivity is different. There’s always a shortage of products that result in pricey resales on websites or the unpredictable nature of online and in-store drops customers, their base of patrons may be larger, but the accessibility issue is evident. After a lot of thought and reflection, this is a mindset Lorenzo is now able to see as outdated. “To me the work I did with Essentials seemed dishonest for a while because it was basically a watered down form of Fear of God,” Lorenzo says. “I wanted to create something that would be able to stand on its own with the main line, but have its own thing.”
With the release of his new Essentials collection, which will launch today, July 1st through PacSun, Lorenzo is continuing to fulfill that promise. The collection retails between $40-$200. In this collection, the Essentials logo is emblazoned on sweatshirts knits, shirts, and shorts. This is a clear signal it’s now an icon of status as a whole. (The that it’s modelled by some of the most popular models, including Evan Mock and Alton Mason also doesn’t hurt.) “We do not believe that accessibility has to be a knockoff or lower-cost version of a higher-end product,” Lorenzo explains. “Why not make something great at an affordable price that is based on sincerity?”
Visit this website for this season’s Essentials tracksuit.
It’s also logical due to his previous experience as an representative of The L.A. Dodgers and a event promoter in the city’s nightclubs. For Lorenzo, creating an atmosphere of belonging is almost natural. It’s an ability that has proven to be useful during the last couple of months as his team has been tackling the issues raised by COVID-19, then the escalating number of petitions and protests inspired by the recent spate of police brutality that has swept through Black neighborhoods across America.
“It’s slightly more straightforward to us, as a company to communicate what’s happening in these days, since we have a tradition and a culture that is based on compassion, understanding, and compassion for all which means that the transition isn’t too difficult,” Lorenzo adds. “Being someone of race has always been an integral part in my daily life. Everything from our way of thinking about fashion to how our office is run was always based on an unwavering conviction in diversity and inclusion and investing in individuals from diverse backgrounds and cultures to share the most authentic and most authentic stories.”
The actions of Lorenzo speak as clearly than his actions. The year before, when singer Nipsey Hussle was killed outside of the store at Los Angeles, the brand created a T-shirt that had the entire proceeds going to Hussle’s trust fund for children and following the death by George Floyd just last month, Fear of God launched a T-shirt collaboration with the assistance from eight brands in order to raise the same amount for the daughter of Floyd’s.
To ensure that the brand continues to support these worthy issues, Lorenzo is keen to insist on the importance of long-term sustainability in contrast to the shorter-lasting, extravagant fashion labels that are seeking to make a quick profit. “In my view, Essentials is actually an effort to be sustainable,” Lorenzo explains. “It’s about making the most effective basic items–the most comfortable hoodie, the top sweatpants, with the most perfect proportion, shape in addition to the right weight.”
However the cause Lorenzo is a believer in are always the main focus. “We determined to ensure that our collection doesn’t become blind or unresponsive to the current times we live in, regardless of whether this is due to COVID-19 or other social injustices,” he concludes. “It’s all about making sure that the company constantly has empathy and compassion for the current moment.”