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Fear of God
FEAR OF GOD, THE ACHIEVEMENT OF JERRY LORENZO
FROM RETAIL TO THE RUNWAY, A METEORIC RISE
Jerry Lorenzo was born in 1977 in Evansville and grew up in Chicago. His father, Jerry Manuel, was a great player, coach and manager for the Chicago White Sox and the New York Mets, American baseball teams. Immersed in the world of sport from an early age, Jerry Lorenzo studied at business school and even planned to launch a sports marketing business.
Alongside that, he worked in retail and developed a passion for it, a field he would end up devoting himself to full-time. In 2013, he finally launched his brand Fear of God , which became an unavoidable name in streetwear thanks to sharp interpretations of urban pieces: sleeveless zip hoodies, extra-long T-shirts, bomber jackets. The release of the Military Sneakers propelled the designer and his brand to a powerful and lasting success.
COLLABORATIONS AT THE CUTTING EDGE
Fear of God is also marked by breathtaking collaborations. In 2018 he launched, with the Swoosh brand , a series of exclusive models true to the identity of the Californian label. Among them the iconic Air Fear of God 1 and the Air Skylon 2 Fear of God , both a great success in terms of image as well as 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. Drawing on both sides of the designer's work, several collections came out with crewnecks, hoodies, T-shirts and other streetwear pieces branded “Essentials Fear of God”. More recently, Converse has established itself as a new brand working with FOG, designing three colourways of the Chuck Taylor All-Star 70sin understated tones in line with the image of the Californian label.
A FUTURE STILL OPEN
But the story of Fear of God is still being written and the brand's path is not entirely mapped out. As Jerry Lorenzo has said in several interviews, what matters most to him is finding a balance. “Fear of God is not a brand, it's a conviction ,” he says. “Maybe I'll make furniture,” he adds with a touch of humour. That says a lot: Jerry Lorenzo knows how to adapt and stands proudly by the direction he wants to take.
The end of the collaboration with Nike , announced at the beginning of 2020, landed like a bombshell in the sneaker community and underlines that side of the brand. The inspiration he draws from Chicago icons such as Virgil Abloh and Kanye West places Jerry Lorenzo among the biggest names in fashion today. A world full of change, which holds no fear for him — quite the opposite.
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