FEAR OF GOD: BEHIND THE BRAND

Fear of God clothing quickly became one of the most coveted high-end street wear brands in 2013, but even some of today’s top celebrities are attracted.

It all began with a designer in Los Angeles who had the creative idea in 2013 – Jerry Lorenzo. Lorenzo is the founder of the clothing line which fuses Christian faith and grunge culture from the ’90s.

“I can’t imagine doing a clothing line to just make money and be cool if I’m not trying to inspire people,” he previously told Hype Beast. “I try to do it in a subtle way, sometimes through scriptures that we put up on our Instagram, like instead of Matthew 16:24 it would be the 40th book 40 16-24 – so you’re not really sure, unless you know the Bible, where that passage is coming from. So it’s just giving people bits and pieces.”

You may have noticed a major shift in fashion week runways where some of the most influential designers have taken to… street wear. Yet Lorenzo founded Fear Of God becoming a street wear status symbol ahead of the fashion curve.

The collections are inspired with of-the-moment and current ready-to-wear garments, including cult favorite side-zip hoodies, flannel shirts, bomber jackets, and extra-long t-shirts. Fear Of God capitalizes on the sophisticated yet low-key basics, channeling inspirations from the divine to everyday. The brand defies categorization since it’s made a hit online as a genderless dressing as well.

Celebrities have flocked to not only wear Fear Of God, but to collaborate with Lorenzo. The designer gained a co-sign from Kanye West when he hired him to be a part of his creative team in 2013. Then there’s also Justin Bieber who sought out the designer to create pieces for him. Remember a shirt with the words “Bigger Than Satan” sprawled on the back for his Purpose Tour? - Lorenzo created it.

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INSTAGRAM: @fearofgod