Fear Of God Sub-brand Essential
The logo is removing F.O.G. in choose of Essentials: a brand new, higher-give up sub-brand.
Since launching in 2013, Fear of God hasn't precisely long gone approximately constructing a style line withinside the conventional way. For one, the logo churns out $900 denims and $seven hundred hoodies—after which sells out of them—at the same time as maintaining the entirety in-house. The label's in no way performed a right style show. And the LA logo label ignores the two-collections-a-12 months style calendar, as an alternative losing new items whilst they are ready: the logo's 5th series released over a 12 months ago, and... that turned into the closing we might heard. But yesterday, founder Jerry Lorenzo introduced Essentials, a brand new diffusion line from the logo that gives simplified variations of its fundamental line portions at a extra reachable charge point.
This is not the primary lower-priced providing from Lorenzo & co: his preceding attempt, F.O.G., worried collaborations with Vans, and turned into to be had completely at Pac Sun, all retailing for perhaps a 10th of the normal line's now and again surprising sticky label charge. Lorenzo explains that Essentials, meanwhile, is a brand new logo with its very own identity. "I concept it turned into vital for the road now no longer be spinoff of the principle line. I suppose it serves a exceptional purpose," says Lorenzo. "We're seeking to offer our more youthful target target market with their baseline critical wishes for his or her closet. Naming it Essentials is a bit extra honest. F.O.G., the call itself, felt extra like a takedown of what we are doing extra than doing some thing exceptional for a exceptional target target market.
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