The name Fear of God is literal. “I were raised with Christ as the center of my household,” says Lorenzo. “It was intertwined with all we did.” But Lorenzo’s faith was just just lately galvanized. “I wasn’t always a God fearing man,” he admits. “I came to L.A. and then attempted to find my personal footing, and in doing this began throwing parties. I applied my middle name – Jerry Lorenzo – since I did not wish to tarnish the Manuel name.”
The beginnings of Lorenzo’s Fear of God label coalesced at a moment as he was refocusing the lifestyle of his and the confidence of his. Introduced in 2013, the garments are greatly affected by the limited secular references Lorenzo was subjected to as a child. Rebellious figures as John Bender on the Breakfast Club, Nirvana front male Kurt Cobain, and NBA bad boy Allen Iverson left indelible pictures in the mind of his.
Those inspirations show themselves in seasonless pieces like red plaid flannels with side zippers layered over waffle knit thermal tops, baggy drop crotch heather grey sweatshorts with raw tips, plus oversize bomber jackets with ruched sleeves. The garments are produced of high end fabrics from Italy and Japan, and occasionally employ vintage materials, like repurposed military sleeping bags. And they command an extremely high cost – from $150 for a Japanese cotton T shirt with fallen shoulders to $1,095 for a silk lined oversize nylon bomber jacket.
Lorenzo identifies them as “solution based” garments, the type of clothing any person is able to throw on without putting a lot of thought into it. It is a modular way of dressing wherein every layer complements the 1 beneath it. Additionally, it correctly captures the current trend of apparently casual yet deceptively expensive clothing.
Unlike the majority of conventional fashion models, Lorenzo emits collections on his agenda (and his followers take note of every drop). The newest, titled Fourth Collection, was provided through a movie set on the Chris Tomlin penned worship song “How Great Is actually Our God,” Lorenzo describes the label as “God’s brand.” This is to not categorize it as Christian apparel, but to have the focus from himself. Lorenzo is fueled by that very same kind of humility shown by visible Christian athletes as Russell Wilson, who give God recognition for the touchdowns of theirs.
As devout as he’s, Lorenzo is swift to write off the concept that his clothes are an immediate expression of the confidence of his, or even that there is an ulterior motive to convert non believers through fashion. Instead, he insists he is producing what he really wants to find out much more of in the mainstream market. “This isn’t a Christian brand,” he says. “It’s a brand which represents stuff I love. God just is those types of things.”
It is odd next, that Fear of God has a mass appeal however is grounded in Christianity, a religion often than not in the media for the points it is adamantly against (gay marriage and a female’s to choose, for example) compared to what it wholeheartedly endorses. The neighborhood culture Lorenzo is really a part of usually appears in sharp contrast to traditional Christian values, but is not a stranger to recontextualizing its imagery. Skate magazine Thrasher has remixed the Satanic pentagram and also Christian Jesus fish symbols on its products. Supreme recently sold a T shirt riffing on religious pamphlets. And runway worthy labels as Givenchy and Virgil Abloh’s Off White often reference classic Caravaggio paintings and religious Renaissance art.
Perhaps the keyword, then, is authenticity. The underlying attractiveness of the sort of brands Fear of God gets when compared with, John Elliott, like Supreme, as well as Stampd – usually lumped under the catchall term “streetwear” – is a particular realness and self knowledge. These models have a definite narrative and language which describes them, and that is actually what fosters their special link with customers. Essential Fear of God just is the outlier that dares to tell you it is absolutely okay being a believer in God along with a believer in taste.
Lorenzo does not think about himself a “designer” per se. Just like the film and also music recommendations he mines for ideas, he is much more of a cultural sampler. He produces stuff he wants and remixes vintage pieces with just enough modernity, like another zipper over a pair of drawstring trousers so they stack much better over a set of high tops or boots, or perhaps making sure a denim jacket’s wash is troubled in a great, not overly prepared way. This approach places him in the same paradigm as seminal cult labels like Stüssy and Supreme, which built their graphic backbones on the recontextualization of old skate, punk, and reggae graphics. He’s a formidable collection of vintage tees from heavy metal bands as Black Sabbath, White Zombie, or Metallica, most of which he repurposes with “Fear of biblical screenprints or God” into one offs for the own collection of his.
“I as Metallica, and if a person would like to shoot holes in which, I am sorry – I believe they are dope,” he says. “I am taking parts of the lifestyle generally associated with darkness, and also working with them for light.”
Lorenzo’s line caught the interest of Kanye West in 2013, who recruited him together with the design team for Yeezy Season one. West’s oversize dystopian aesthetic completely aligned with Lorenzo’s grunge-meets-Allen-Iverson style. The 2 also shared religious beliefs. After all – among West’s very first singles was “Jesus Walks.”
“The basic fact that I managed to do the job really closely with him elevated my self belief,” says Lorenzo. “That continues to be truly empowering for me, and also I am constantly grateful.”
Year that is last, Lorenzo partnered with California based retailer PacSun on an accessible type, F.O.G. The timing seemed right – and most importantly – it was a means for him to link not only to newer fans of the company who could not pay for his luxury priced offerings, but also legitimize what he was engaging in on a wider scale.
“I have much more family who shop at PacSun than at Barneys, to always be frank,” he says. “I wanna be exactly where the cousins of mine are able to go see me as well as be satisfied of me.”
The effort was extremely well received that the next iteration of its remains sold out on PacSun’s site.
Lorenzo got his biggest co sign to date in 2015 as he started helping Justin Bieber. He labored with Bieber’s team, including longtime stylist Karla Welch and manager Scooter Braun, to help define Bieber’s appearance on the Purpose trip, coming with outfits like an elongated cut off flannel shirt used over a vintage Tupac Shakur tee, paired with a near tattered pair of jeans – a variation of Lorenzo’s style that is personal. Also, he had feedback on the merch, that had been infused with numerous influences from high end street informed labels as Vetements to Bible verses plus staff shirts. A black-and-white portrait of Bieber with “SORRY” channeled Raf Simons’ latest collaborations with photographer David Sims.
Whereas Lorenzo’s previous reinterpretations of heavy metal tees did not have an agenda besides representing bands he was into, there was obviously an obvious intention in repurposing the imagery of Marilyn Manson for 1 trip tee. A screenprint on the back read “Bigger Than Satan.”
“That’s a proposition I am proud of,” states Lorenzo. “It’s delivering a message that Justin Bieber has overcoming a plenty of strongholds in the life of his. I am modifying the significance of what Marilyn most likely had for it, and also I am giving it to this particular child that’s now living a life of purpose, and also performing it in a great dope, unique way.”
The Purpose line altered the concert merch game by doing the products offered beyond the venue. It turned throwaway souvenirs into covetable fashion, and also fueled the rise of Bravado, the merchandising arm of Universal Music Group which also appears to work with Kanye West, another artist that is redefined consumers’ connection with tour tees. Not merely was Purpose merch made readily available at many pop up shops at stores as VFiles, though it had also been elevated with a full on Barneys collaboration, wherever it was stored alongside premium Fear of God pieces created particularly for the merchant. What about a brilliant move that mirrors Lorenzo’s Fear of God/F.O.G. lines, if fans did not keep money for Barneys, they may also head straight to Forever twenty one for quite similar tees, jackets, and hoodies.
Despite Lorenzo’s propensity to shy from the limelight and also give credit to God, his success has garnered him lots of followers – more than 500,000 on Instagram – and chances to handle an unique breed of influential pastors like Rich Wilkerson Jr., who officiated Lorenzo’s wedding ceremony previous year (as well as the nuptials of Kim Kardashian and Kanye West), along with Carl Lentz of Hillsong Church, a religious community credited with helping grow a “cool Christianity” movement.
“The message is that everybody must be alright to be who they’re, as well as to uniquely walk away to be who God called them to be,” says Wilkerson Jr. in an intricate post on fashionable pastors. Year that is last, Lorenzo even spoke with Wilkerson Jr. at the Trinity Vous Conference, in which Wilkerson Jr. posited that Lorenzo’s method of fashion is a means for him to be a Christian to experience a bigger influence on culture.
“We’re and so humbled by this particular platform that we have been given. What exactly are we meant to be performing with this?,” Lorenzo says. “Knowing just how fickle fashion is, in addition to understanding I may be great now and gone tomorrow, while I’m here, it is crucial that I represent for who I know put me here.”
So when Lorenzo set in motion his latest Vans collaboration with PacSun, consisting of a black-and-cream suede Sk8 Hi & a low top pair of Eras covered in a black-and-white Fear of Godprint influenced by Spicoli’s checkerboard slip ons from Fast Times at Ridgemont High, he saw a chance to do a little great.
He and also several of his staff filled up 2 trucks packed with the sought after collaboration & clothes, and headed down to Los Angeles’s Skid Row to hand them away with the homeless. It was Lorenzo’s method of reassessing the worth of the shoes, which offered at retail for hundred dolars and currently expect as much as $700 on the resale market. To him, which was a more satisfying way of releasing additional stock than seeding select pairs to social media influencers or close friends.
“I do not possess the drive to become a hundred dolars million fashion house,” says Lorenzo. “I do not have some investors. I do not have some partners I’ve to respond to, and in case I really want to have all of this stuff and also give it out downtown in Skid Row, I can perform that.”
Lorenzo insists there is no money he will take to market Fear of God. But as much as the world is concerned, he would not be shocked in case he finds himself led from the fashion industry and into an even higher calling.
“I am afraid of leaving behind a way legacy,” he admits. “I want the legacy of mine being exactly how I lived the life of mine, precisely how I loved the family of mine, and also just how I honor the wife of mine. That is what I am trying to do.”