The brand eliminates F.O.G. in prefer of Essentials: a brand new, higher-cease sub-brand. Since launching in 2013, Fear of God hasn't precisely long gone approximately constructing a style line withinside the traditional way. For one, the logo churns out $900 types of denim and $seven-hundred hoodies—after which sells out of them—while maintaining the whole thing in-house.
The labels in no way completed the right style show. And the L.A. logo label ignores the two-collections-a-12 months style calendar, alternatively losing new items while they are ready: the logo's 5th series released over a 12 months ago, and...that becomes the ultimate we would hear. But yesterday, founder Jerry Lorenzo introduced Essentials, a brand new diffusion line from the logo that gives simplified variations of its predominant line portions at a more incredible handy charge point.
Essentials isn't always the primary lower-priced presenting from Lorenzo & co: his initial attempt, F.O.G., worried collaborations with Vans and became to be had entirely at PacSun, all retailing for perhaps a 10th of the ordinary line's from time to time, surprising sticky label charge.
Lorenzo explains that Essentials Clothing, meanwhile, is a brand new logo with its identity. "I notion it become vital for the road now no longer be by-product of the principle line. I suppose it serves a one-of-a-kind purpose," says Lorenzo. "We're looking to offer our more youthful target target market with their baseline critical desires for his or her closet. Naming it Essentials is a bit greater honest. F.O.G., the call itself, felt greater like a takedown of what we are doing greater than doing some thing one-of-a-kind for a one-of-a-kind target target market."
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