Who owns my essentials

I think it serves a different purpose," says Lorenzo. Naming it Essentials is a little more honest. Make no mistake: the pieces are unmistakably Lorenzo. The oversized hoodies, slim sweatpants, and denim seen in just about every NBA arena tunnel still make up the core of the offering. Like RRL or A. So: more affordable, but decidedly not exactly mass market. And if you are looking for value, Lorenzo says, look to denim. It allows me to continue to be independent.

A challenge awaits as Fear of God seeks to transform pandemic success into post-pandemic growth. That could be defined as streetwear, though the designer prefers to sidestep that categorisation and is not averse to exploring new product territory. Fear of God ranked for the first time in the top 20 hottest brands throughout , according to Lyst, placed just behind Balmain and Moncler in terms of search volume and online engagement.

Searches for the brand were up per cent between January and February Fear of God Essentials was the third bestselling brand on resale platform StockX in Its logo hoodie was resold on the platform more than 23, times last year, outselling the next best item of the year, the Supreme Box Logo T-shirt, by more than 10, units.

The luxury label is growing, too, benefiting from a collaboration with Zegna in September Sell-through is strong on its well-received Seventh Collection, dropped in November. Ermenegildo Zegna gained from the Fear of God collaboration by connecting with new, young consumers. For Lorenzo, it signalled a shift to tailoring ahead of the Seventh Collection, which has been touted as a blueprint for the future of menswear, tapping a sweet spot somewhere between streetwear and suits.

The Seventh Collection, launched last November, famously took two years to perfect. This approach has worked out just fine. We want the product and the story to always take priority. Delivering on our own time allows us to do that. A growing number of mid-size luxury brands are launching secondary, more affordable labels to boost their bottom line and, sometimes, help out the luxury core business.

Are Fear of God and other brands risking brand dilution? For us [Essentials] was something that was necessary, something that would allow us to authentically communicate with more people. Lorenzo experimented with a diffusion line, called F. It felt like a takedown of the luxury proposition. Rather than a diffusion, he wanted something affordable that remained as aspirational as Fear of God.

At what point does accessibility become aspirational? Lorenzo sees longevity in Essentials. The point of view and providing accessible aspiration will always be there.