Fear of God opens doors of new pop up experience in Los Angeles

By

Kate Dingwall

Published
Nov 7, 2016

High-end streetwear label Fear of God opened the doors of their Los Angeles pop-up experience. The shop will be open until early December.

The retail space is located on Melrose Avenue at the Maxfield Gallery. The space is inspired by Creative Director Jerry Lorenzo’s grandparents living room, with a nostalgic, seventies look. The pop-up experience is designed to be half retail environment, half art gallery.

On offer are Fear of God’s usual range, including acid-wash distressed denim, oversized flannel shirts, and a selection of leather sneakers.

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The pop-up also features collaborations with several other entities, including concert t-shirt retailer Never Gonna Turn Down Again and Japanese clothing customization company Readymade Japan.

Fear of God is a New York-based streetwear label founded by designer Jerry Lorenzo. Since the brand’s inception in 2013, their high-end pieces have built a cult following in the streetwear community. Also of note, Lorenzo is a member of Kanye West’s creative team, and responsible for much of the rapper's tour merchandise.
The price point of the brand starts at $450 for a collared shirt and $795 for a denim jean. Outerwear pieces sit at around $1,095 for an overcoat or bomber. 

The label also made headlines with the pop-up when Lorenzo decided to skip the typical marketing strategy of handing out free pop-up merchandise to celebrities and influencers, but rather give new shoes and clothing to LA’s homeless community.

The space will be open at Maxfield Gallery until December 12th, 2016.