Fear of God

Fear of God was founded in 2013 in Los Angeles by Jerry Lorenzo, a former music industry events executive who began the line by selling a small run of distressed flannel shirts and elongated hoodies from his garage. The brand's foundational thesis was specific: build an American luxury menswear vocabulary anchored in the proportions and references of 1980s-1990s West Coast youth culture — the elongated tee, the cropped pant, the racing jacket, the basketball short reimagined as tailored Italian wool. The Fear of God vocabulary settled around several specific silhouettes: the Sixth Collection elongated tee, the FG belt with the elongated metal buckle, the California flannel shirt, the racer jacket, the Eternal cropped trouser. The diffusion line Fear of God Essentials (launched 2018) extended the brand's reach into a sub-$200 price tier and became one of the most successful streetwear sub-brands of the late 2010s. In 2020 Lorenzo signed a multi-year Adidas partnership; the Fear of God Athletics line launched in 2023. The brand is independent and held by Lorenzo. Fear of God operates a flagship in Los Angeles (the La Cienega Boulevard store designed by architect Annabelle Selldorf) plus a small set of carefully chosen retail relationships including SSENSE, MR PORTER, Maxfield LA, and Dover Street Market. Few American menswear brands of the 2010s have built such a complete vocabulary of distinct silhouettes from a standing start.