Los Angeles, City of Angels and former fashion wasteland is now one of the industries most buzzed about cities with a rash of labels and designers bringing the word ‘style’ back to the West Coast. Joining established celebrity favourites such as Skingraft and Kill City, is Fear of God Los Angeles, a brand who like the aforementioned, specialise in that urban dystopian ‘street or neo Goth’ look that is becoming synonymous with Angelino style in the 21st Century. Somewhat incongruously given their own 90’s style origins, it is the world and stars of hip hop who have taken this look as their own. Fear of God, who have been spotted on the likes of Chris Brown, Kanye West and style icon of the moment A$AP Rocky, create fashion forward clothing that retains that laissez faire look of your typical LA surfers, skaters and burnt outs, updated through fashion forward design and a grunge aesthetic.
This is the Kurt Cobain look of the now; Marc Jacobs ‘grunge’ style evolving from what it was in the Nineties. Designer Jerry Lorenzo’s collection is all about leather panelled hoodies, long draped tanks and tees, ripped trousers, grunge staple the flannel shirt, drop crotch pants and kilts(it as Kanye West’s performance in a Fear of god kilt that first drew mainstream attention to the label) and a dark palette that is almost exclusively black, white, grey and red. Fear of God’s mantra is thus; “FEAR OF GOD” IS A WAY OF LIFE, A PHILOSOPHY, and THAT GOES BEYOND RELIGIOUS EXPRESSION. THE COLLECTION, BORN IN THE STREETS OF LOS ANGELES IT CONNECTS THE MASSES THROUGH A STREET-WEAR MENTALITY.” And that pretty much sums it up, a label that is definitely one to watch.