FEAR OF (Missing out on) GOD
Today, my wife sent me a text at 8:21 AM that contained a link to purchase the latest release of Jerry Lorenzo’s First-Ever Kids offering of his Fear of God (FOG) Essential lines that is exclusively available at PacSun. In limited quantities.
Of course, I clicked it.
When I first saw my wife wearing her Black FOG Essentials sweatshirt in mid-2020, I took notice. “Where did you cop that?” I asked. She said, “It’s actually from PacSun, and part of a collab Fear of God was doing with them”… I think I probably said “WHAT??? That’s dope. Please get me one from the next drop”
About a month later, my Gray Sweatshirt and sweatpants arrived. I rocked it weekly throughout the pandemic and ordered some more from the next drop. I’m not a hundred percent sure if the gear actually looks great on me, or fits all that well. But I am a hundred percent sure that Fear of God is killing it.
I know this because I’ve been following them on Instagram since we made our movie about Streetwear in 2016. I started following Jerry too after we met through our kids a couple of years later.
As someone who doesn’t spend a lot of money on clothes, Fear of God was not something that I’d likely have in my closet. The clothing is ultra-premium. $1,000+ for a sweater, $1,500-$3,000 for a jacket, $125–250 for a lid. I’m a fan of fashion, not a player in the game. I put Fear of God on my list with Off White, Gucci, Armani, and a few other things that I’d maybe add to my closet later in life. You know, once the hustle paid off and there was disposable income for silly things. Like myself.
But the Essentials line is affordable and not only carries the Fear of God name, but it also embodies the clean and fashion-forward design of Jerry’s main Fear of God line. This isn’t something I’ve seen done well for quite some time. There’s usually a pretty clear delineation between the high end designer merchandise and the lower cost, secondary, economy lines that are produced for the masses.
Also, the manner in which the Essentials line is promoted and released into the marketplace is pure genius. They have embraced the exclusivity and fear of missing out (FOMO) that has defined the most successful streetwear brands. And executed it technically and socially as smoothly as I’ve seen as a marketing executive.
They’ve even made a legacy retail brand (PacSun) cool again.
Props Jerry. Fear of God. Essentials.
Someone DM me the figures of how much money has been made, and how fast each release is selling out because it’s gotta be big, and it’s gotta be fast.
