The swift rise in the rise of Fear of God to become one of the most exciting 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 everybody all the way from Nike as well as Ermenegildo Zegna. But for the label’s founder, Jerry Lorenzo, launching the label in 2013 was the start of a more personal experience. It culminated in the debut of Essentials which is a more cost-effective brand that is a sister to the brand’s iconic pieces, which was launched in 2018.
“When we first launched Essentials 5 years ago honestly my passion was the creation of a diffusion collection for those kids who couldn’t pay for what we were offering in a luxurious way,” Lorenzo explains over the phone from his studio in Los Angeles. “A large number of people were swayed by the cost points, not knowing why they paid the price they were and did not understand the intricacies of the design or the materials and fabrics which go into making luxurious.”
The exclusivity of luxury is dependent on its price and exclusive fashion shows and a narrow concept of beauty that is communicated through advertising The exclusivity of streetwear is different. It’s not about a lack of merchandise that results in pricey resales on websites or the unpredictable nature of online and in-store drops customers, their base of patrons may be more diverse, however the absence of accessibility present. After a lot of thought on the issue, it’s one that Lorenzo is now able to see as outdated. “To me the work I did with Essentials seemed dishonest for a while because it was a watered-down variant of Fear of God,” Lorenzo says. “I wanted to create something that could stand in the same way as the main line, but have its own thing.”
With the release of his new Essentials collection, which will launch today, July 1st at PacSun, Lorenzo is continuing to fulfill that promise. The collection retails between $40-$200. In this collection, the Essentials logo is featured on sweatshirts as well as knits and shorts. This is a clear signal it’s now an icon of status by itself. (The the fact that it’s worn by some of the most popular models, including Evan Mock and Alton Mason isn’t bad either.) “We do not believe that accessibility should 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 integrity?”
It’s also logical considering his past experience as an representative of his team the L.A. Dodgers and a party organizer in the city’s nightclubs. For Lorenzo, creating the sense of community 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 posed by COVID-19, then the surge of petitions and protests that have been triggered by the recent spate of police brutality that has swept through Black community across America.
“It’s somewhat more straightforward to us, as a brand communicate what’s happening in these days, since we have a long history and a culture that is based on compassion, understanding and respect for all people which means that the transition isn’t too difficult,” Lorenzo adds. “Being an individual of race is always an integral part of who I am. Everything from the way we approach clothes to the way our office is run is always guided by an unwavering conviction in diversity and inclusion and investing in people from diverse backgrounds and cultures to share the most authentic and most authentic stories.”
His actions speak as strongly than his actions. In the year 2000, following the shooting of the rapper, Nipsey Hussle was killed outside of his shop at Los Angeles, the brand released a T-shirt featuring 100% of the proceeds going to Hussle’s trust fund for children and following the death by George Floyd just last month, Fear of God launched an exclusive T-shirt that was made with the assistance by eight different brands provide the same for the daughter of Floyd’s.
To continue to help these vital issues, Lorenzo is keen to stress the importance of lasting in contrast to the shorter-lasting, extravagant fashion labels that are that are looking to make quick bucks. “In my view, Essentials is actually an effort to be sustainable,” Lorenzo explains. “It’s about creating the top essentials–the top hoodie, top sweatpants, the top Essentials tracksuit with the most perfect proportion, shape in addition to the right weight.”
But the causes Lorenzo considers to be his main focus. “We were looking to ensure that the collection will never be blind or unresponsive to the current times we’re living in, no matter if this is due to COVID-19 or other social injustices,” he concludes. “It’s simply about having a brand that is always compassionate and understanding for the current moment.”
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