However, elsewhere in Milk Studios, which Fear of God used as its base of operations during the show, there are numbers to be gleaned. As part of Fear of God’s second-decade plans, Lorenzo recently took on his first CEO. Alfred Chang, who began his duties mid-March, first encountered Fear of God seven years ago when he was working with US retailer Pacsun and began partnering with Lorenzo to offer the then-nascent Essentials line. Then known as ‘FoG’, Essentials has since grown into a commercial juggernaut streetwear staple across the US, UK, China and beyond.
Photo: Courtesy of Fear of God
In his first press interview as Fear of God CEO, Chang envisions future expansion in staffing, revenues, categories and geographical presence for the brand. Characterising current annual revenues as between $200 million and $300 million, he adds: “As we look forward, we do see a path to half a billion dollars, and then after that, we see a path to a billion dollars.”
Describing those figures as a “marker of progress” rather than be-all, end-all targets, Chang echoes Lorenzo: “Numbers are not what this business is all about: the path ahead will be unique, just as the way in which Jerry has created this brand has been unique.”
New avenues
Fear of God, which is privately owned, currently employs around 60 people from its LA arts district HQ, and according to Chang, there will likely be 100 names on the payroll by the end of this year. Some of the new hires might be tasked with staffing the brand’s much anticipated first flagship store, also in LA. Without giving an opening date or address, Chang confirms that the store is “in the works”. Lorenzo says a planned opening to coincide with this week’s show had hit some bumps in the road due to “factors beyond our control”. Unflustered, he adds: “We know that the store will get here when the time is right.”
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