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Eschewing the traditional fashion calendar, each main collection is only released as and when Lorenzo feels ready. There’s a focus on high-end materials sourced from Japan and vintage fabrics, such as repurposed military sleeping bags, while tailoring is made in Italy from the finest Italian and British fabrics. This collection also expands beyond streetwear to include elevated wool and cashmere knitwear, nonchalant suiting, and even a loafer or two.

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Now on its seventh collection, Fear of God’s signature pieces include oversized bomber jackets with ruched sleeves, plaid flannel shirting with zip details, and expertly distressed denim. The brand draws on more than just hip-hop and grunge, there are also nods to Wall Street, Californian skate culture, varsity jackets, and classic denim. Today, Fear of God is all about creating everyday clothes with a touch of sophistication and all-American spirit –– everything from the color to the silhouettes and even the emotions captured are distinctly American.

While Fear of God has its roots firmly in T-shirts and streetwear staples, it’s beginning to become much more than that, bringing forth a unique take on new American luxury.

There are various ‘90s references in the Fear of God designs –– think Kurt Cobain and characters from films like ‘The Breakfast Club’ –– yet the brand also feels completely modern, with inspiration taken from young street-style trendsetters, too. Fear of God kickstarted the luxury streetwear revolution in the fashion industry, and Lorenzo has aspirations for the brand to become as big as the likes of Ralph Lauren, but with a much wider audience, speaking to a broad range of American subcultures. A few conversations later and Lorenzo was supplying clothes to Yeezy, and found his brand on the rails of one of America’s top department stores, Barneys. Whatever the true meaning of the name, Lorenzo is always quick to shift any accolades or spotlight away from himself, instead thanking and crediting God for his successes.įear of God has been around since 2013, although in the brand’s earlier years, Lorenzo was more widely known as the guy who kickstarted the tour merchandise craze, with his Wes Lang-inspired Yeezus and Justin Bieber’s Vetements- and Raf Simons- style ‘Purpose’ tour merch.Īt the start, Lorenzo was running the brand out of his garage, which is where Virgil Abloh first picked up a piece. Perhaps ironically, Lorenzo recognizes that the name ‘Fear of God’ references both the strength of his faith today, and also his grappling with it growing up. The brand is a physical representation of many of Lorenzo’s interests, from baseball to his favorite bands, such as Metallica, and God also ranks highly in his list of priorities. The brand is called Fear of God because Christianity was a big part of Lorenzo’s upbringing, and his faith continues to be one of his biggest inspirations today. It’s an approach that would later lead him to bridge the gap between luxury fashion and streetwear with Fear of God. So, he decided to become a party promoter, creating events that bridged the gap between all three. It was then that he noticed a gap in the nightlife industry –– there were only hip-hop parties, techno nights, or A-list celebrity parties, but nothing in between. After studying for an MBA, Lorenzo planned to become a sports agent, until he started dating a Hollywood actress.

Due to his father’s job, a young Lorenzo traveled America, moving from school to school, which exposed him to the myriad of cultural influences that now inspire his fashion brand. Fear of God is made by Jerry Lorenzo Manuel, son of former Major League Baseball manager Jerry Manuel.