Here’s the basics about Jerry Lorenzo’s legendary Fear of God brand, which has become a standard in the fashion world.
Fear of God creator Jerry Lorenzo has a long and winding career. He’s worked at a store in the stockroom of Diesel to managing the stock room of Diesel to managing scholarships and partnership with The Los Angeles Dodgers, to managing Dodgers star Matt Kemp — he even held lavish events that attracted celebrities and athletes. Utilizing the funds he earned through these parties, Lorenzo then began producing clothing.
The first was the Essentials hoodie, which was short-sleeved, with zippers on the sides Then he moved to the elongated t-shirt and much more. In the year of 2012 Lorenzo was able to sell his creations seen by Big Sean — through the connections with his spouse. The result was Ye who was then Kanye West — contacting him to discuss the collection he was working on in collaboration with A.P.C. The conversation would develop into an ongoing relationship in which Lorenzo designed tour merchandise in support of Yeezy, Donda and many other projects.
The Fear of God Vs. God’s Fear vs God Essentials
In the year 2015 Fear of God was already gaining traction and was becoming an extremely sought-after streetwear brands. Always an entrepreneur, the only thing Lorenzo was looking to make his clothing more affordable and eventually joining forces with PacSun to launch an affordable line known as F.O.G. When asked about the reasons behind the decision to go after an easier market Lorenzo said to The Cut: “I have more family members who purchase from PacSun than I do at Barneys To be honest I want to be somewhere that my family and friends can come to visit me and feel proud of my accomplishments.” F.O.G. continued to be a majorstay for a couple of years and then in 2018, Lorenzo chose to shut down the company to be replaced by Essentials.
Essentials like the name suggests, makes collections of pieces that are simple with muted tones. While F.O.G. was basically a cheaper model that Fear of God, Essentials was Lorenzo’s effort to divide his designs. Since its debut, Essentials has been growing in popularity and as the streetwear lovers will confirm, it’s the most effective way to access the designs of Lorenzo.
The fear of God Collaborations
Like most brand names in streetwear, Fear of God has worked with a variety of brands and individuals throughout its history. Between Nike and Converse to Converse to Vans, Jay-Z to Kendrick Lamar and many others, Fear of God has been bold in its collaborations.
One of our favorite collections to date has been that of the partnership in collaboration with Union LA, to celebrate the long-running brand’s 30th anniversary. Working to Essentials, Lorenzo put out an assortment of stunning items, ranging from tie dye hoodies and tees , to various muted tees as well as shorts, joggers and caps. This is one of the more brighter collections Lorenzo has released as part of his Essentials brand, and fans were awestruck by the collection.
Fear of God’s Kids Collection
Streetwear for children isn’t something new and, as a father himself, it’s no surprise to learn that Lorenzo has explored the market through Essentials. The brand has released a variety of collections over the years and the clothes don’t deviate too far from the styles that is typical of adult collection. The majority of pieces are knitwearsuch as t-shirts, shorts, Hoodies, and joggers in muted colors.