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Saturday, Jul 13, 2024

Fashion & Beauty Awards: Brand of the Year Finalist

JERRY LORENZO

FEAR OF GOD

In less than six years, Fear Of God has gone from an emerging label that specialized in longline tees and side-zip hoodies to a legitimate trendsetting force in the fashion industry. The brand’s founder and designer, Jerry Lorenzo, helped push his label to the center of the menswear universe via a multi-level market attack that includes his main Fear Of God collection, F.O.G. (a lower-priced line sold exclusively at PacSun stores across America), hard-to-find vintage rock band tees adorned with the Fear Of God logo. Due to the brand’s ever-growing popularity among rappers, athletes, pop stars, and any other category of famous person, it won’t be long before a hoodie or a pair of pants winds up on the right person, gets paparazzi snapped, and flies off store shelves—even at the high-end prices the brand is known for. Fear of God has truly become an unstoppable force!

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