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Fear of God opens debut store at Selfridges

Jeremy Lim
10 December 2021

Fear of God has opened a store at London department store Selfridges on Oxford Street.

The California-based label will take residence in the store's menswear department, with an offering of the label's mainline collection as well as its Italian-made suiting, hand-knits, American-made sportswear and accessories.

The store design draws influence from the brand's founder Jerry Lorenzo's minimal concept and its Los Angeles-based headquarters, featuring matte grey walls and carpets, formed to replicate the brand’s modern identity.

Lorenzo, Founder and Designer of Fear of God commented: "We worked closely with [co-founder of design agency Perron-Roettinger] Willo Perron’s team who we partnered with on designing and concepting our HQ in LA. We wanted to extend the same spirit of our local environment to our retail space in London, keeping the same shapes and tones and allowing the pieces in the space to remain honest to the materials they are made up of.

"The goal was to find a way to tie a beautiful thread between all these pieces so that somehow, when they are in the space, they speak the same language."

The move marks the first bricks and mortar presence globally for the American luxury streetwear label, which was founded in 2012 by designer Jerry Lorenzo despite having no fashion or streetwear background. The label has since collaborated with footwear brands Nike and Vans, partnered with luxury houses like Ermenegildo Zegna, and had its products appear on basketball video game NBA2K.

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