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Fear of God



FEAR OF GOD, JERRY LORENZO'S FINISHED WORK

FROM RETAIL TO FASHION SHOWS, A DAZZLING CLIMAX

Jerry Lorenzo was born in 1977 in Evansville and grew up in Chicago. His father, Jerry Manuel, was a great player, coach and manager of the Chicago WhiteSox and the New York Mets, an American baseball team. Immersed in the sports world from an early age, Jerry Lorenzo attended business school and even planned to go into the sports marketing business.

At the same time, he worked in retail and developed a passion for this activity, which he eventually immersed himself in full-time. In 2013, he finally launched his brand Fear of God which became a streetwear staple thanks to its cutting-edge interpretations of urban pieces, such as sleeveless hoodies with zips, extra-long tees, aviator jackets... The release of the Military Sneakers projected the artist and his brand towards a strong and timeless success...

CUTTING-EDGE COLLABORATIONS

Fear of God is also marked by breathtaking collaborations. In 2018, it launched a series of exclusive Swoosh brand a series of exclusive models, specific to the identity of the Californian brand. These include the iconic Air Fear of God 1 or the Air Skylon 2 Fear of God which have been a great success in terms of both image and sales.

It was also in 2018 that Jerry Lorenzo decided to create Essentials, an urban streetwear brand taking up the modern codes of Fear of God. As a result of the work of the two artists, several collections were released with crewnecks, hoodies, t-shirts and other streetwear pieces branded "Essential Fear of God". More recently, Converse has succeeded in establishing itself as a new brand collaborating with FOG, and has created 3 colours of Chuck Taylor All-Star 70sThe brand has also created three new colours, in sober tones, in line with the Californian brand's image.

A FATE STILL UNCERTAIN

But the story of Fear of God is still to be written and the destiny of the brand is not quite clear. Indeed, as Jerry Lorenzo announces in several interviews, the important thing for him remains to find a balance. "Fear Of God is not a brand, it's a conviction,"the says. "Maybe I'll make furniture," he addst, with a touch of humour. It shows one thing: Jerry Lorenzo knows how to adapt and proudly assumes the direction he wants to go in.

The end of the collaboration with Nike announced at the beginning of 2020, which sent a shockwave through the community sneakers, highlights this aspect of the brand. Inspiration from Chicago icons such as Virgil Abloh or Kanye West places Jerry Lorenzo among the greats of today's fashion world. A world full of changes and evolutions, which do not scare him, on the contrary...

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