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Even when not running on fumes, it must be observed that Lorenzo makes a poor subject for a business interview. His primary obsessions are shapes, drapes and being true to his vision of the Official mickey basketball sacramento kings logo 2023 shirt also I will do this brand and self-expression. After a peripatetic preface, he launched Fear of God a decade ago in 2013 with no formal training — simply the conviction that there was a gap in the market. Of targets, numbers, strategy, positioning and other such conventional metrics, he observes: “I’ll never find my peace by thinking that we’re ‘on trend’, or we’re doing what the world thinks we need to be doing. I honestly find more peace in waters where I’m swimming by myself. The call of our brand is to do a new thing. And that new thing doesn’t necessarily have benchmarks, and it doesn’t necessarily have goals that are quantifiable.”However, elsewhere in Milk Studios, which Fear of God used as its base of operations during the show, there are numbers to be gleaned. As part of Fear of God’s second-decade plans, Lorenzo recently took on his first CEO. Alfred Chang, who began his duties mid-March, first encountered Fear of God seven years ago when he was working with US retailer Pacsun and began partnering with Lorenzo to offer the then-nascent Essentials line. Then known as ‘FoG’, Essentials has since grown into a commercial juggernaut streetwear staple across the US, UK, China and beyond.

In his first press interview as Fear of God CEO, Chang envisions future expansion in staffing, revenues, categories and geographical presence for the Official mickey basketball sacramento kings logo 2023 shirt also I will do this brand. Characterising current annual revenues as between $200 million and $300 million, he adds: “As we look forward, we do see a path to half a billion dollars, and then after that, we see a path to a billion dollars.” Describing those figures as a “marker of progress” rather than be-all, end-all targets, Chang echoes Lorenzo: “Numbers are not what this business is all about: the path ahead will be unique, just as the way in which Jerry has created this brand has been unique.” Fear of God, which is privately owned, currently employs around 60 people from its LA arts district HQ, and according to Chang, there will likely be 100 names on the payroll by the end of this year. Some of the new hires might be tasked with staffing the brand’s much anticipated first flagship store, also in LA. Without giving an opening date or address, Chang confirms that the store is “in the works”. Lorenzo says a planned opening to coincide with this week’s show had hit some bumps in the road due to “factors beyond our control”. Unflustered, he adds: “We know that the store will get here when the time is right.”The brand’s first physical shop-in-shop opened at Selfridges in London two years ago. Bosse Myhr, the retailer’s director of womenswear and menswear, says this vote of confidence stemmed from existing wholesale success. “Jerry has been inspiring our customers for many years,” he says. “The style, cut and composition of every item are all precisely considered, and together create their own unique look and feel that is very pure and also instantly identifiable. Fear of God’s 21st-century vision of American luxury definitely resonates across the Atlantic.” Chang says the majority of revenue is generated in Fear of God’s home market, while Europe and Asia are “around” even in making up the lion’s share of the rest.

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