The new pillar will focus on performance basketball and active lifestyle products that complete Fear of God's triune nature and compliments the brand's other two pillars, Essentials and Fear of God's luxury mainline. Now, Adidas officially announces its long-term partnership with Fear of God, led by owner and founder Jerry Lorenzo. As streetwear reached its peak in 2018, Lorenzo decided to shutter F.O.G., the diffusion line, and replace it with Essentials.
What started as a predominantly streetwear-focused brand, with flannel shirts and sweats, has now morphed into a brand known for its quality tailoring and unisex suiting.īy the end of 2017, Fear of God had become a veritable force in menswear-at both the luxury and mass-market levels. Taking cues from hip-hop and sports stars of the '90s, Lorenzo creates clothes that are contemporary yet season-less. Despite being a late starter in the industry (with no formal fashion design training), Lorenzo has since designed tour merchandise for Justin Bieber, Kanye West, Jay Z and Kendrick Lamar. Fear of God is an independent American luxury streetwear label, founded in 2013 in Los Angeles by Jerry Lorenzo.
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