Essentials: Fear of God's Second Go at a Diffusion Line
Jerry Lorenzo just launched his second attempt at a diffusion line entitled "Essentials." Back in 2016, Lorenzo partnered with PacSun and Vans on his last diffusion line venture, F.O.G, which offered some of the basics for a fraction of the price of normal Fear of God designs. When Lorenzo announced that he would be partnering with PacSun, I was disappointed because it was going to be produced and sold through a corporate entity that would ultimately dilute the brand and its exclusive appeal. Although F.O.G was highly successful, especially the collaboration with Vans, it seemed to hurt the overall branding. Seeming that Lorenzo will be moving away from PacSun and Vans and teaming up with Nike for a collaboration later this year, it only makes sense that Lorenzo would launch his own self-made diffusion line to fill the void. Essentials will encompass a cheaper alternative as well as be adding to the basics from the Fear of God product line. Oversized hoodies, dark washed denim, sweatshorts & sweatpants are just some of the products that will be offered as apart of the essentials line. This is a great backtrack for Fear of God because Essentials will be self-produced and will be sold through their E-store and select retailers, which will breathe life back into a diffusion line, which F.O.G seemed to dilute. Not only will Essentials give Fear of God an exciting new take on a diffusion line, it will also help battle out those brands who are making knock-off products that have made huge impacts by selling cheaper alternative Fear of God designs. In an interview with GQ Lorenzo stated "We've been getting knocked off for a while, so I thought it was time to provide that service at a higher level than what people are knocking us off at. If you want to get a piece of who we are in a more authentic way, [Essentials] is a lot better than buying something that's cheap from someone else." The Essentials line will be available this April at select retailers an online.