Fear of God Essentials 'The Return'

Fear of God: Timeless wearable garments
Fear of God is an American luxury fashion brand, established in Los Angeles by Jerry Lorenzo in 2013. Known for creating timeless and wearable pieces, the label offers a unique take on American aesthetics, symbolizing modern culture. It honors its rich heritage by blending thoughtful design with high-quality materials and exceptional craftsmanship.

Fear of God clothing samples in-store (Jack Koto. (2021, May 14). Nordstrom. Retrieved on August 14, 2024, from https://press.nordstrom.com/gallery/46726/grid/)

Jerry Lorenzo
Jerry Lorenzo was born in 1986 in Los Angeles, California, into a family deeply rooted in sports and culture. His father, a former professional baseball player, and his mother, who worked in fashion, instilled in him a unique blend of creativity, ambition, and a love for style from a young age. Growing up in the vibrant city of Los Angeles, Jerry was surrounded by innovation and artistic expression, which would later shape his own design philosophy.

Jerry Lorenzo with his son at home in LA (Paolo Zerbini. (2020). Selfridges. Retrieved on August 14, 2024, from https://www.selfridges.com/AE/en/features/articles/selfridges-meets/jerry-lorenzo/)

The beginning
Lorenzo expressed that he "sensed something was lacking in his closet, and if it was absent in his, then it likely wasn’t present in yours either." This realization sparked a fresh motivation within him, leading Lorenzo to shift his career path and establish Fear of God in 2013 with an initial budget of $14,000. He aimed to design clothing that was both timeless and modern, blending minimalist silhouettes with premium materials. His designs appealed to a wide range of consumers, including celebrities and music icons.

Fear of God first store at Selfridges London (Jared Livesey. (2023). Selfridges. Retrieved on August 14, 2024, from https://www.linkedin.com/posts/jared-livesey-b196b9173_fearofgod-americanluxury-selfridges-activity-7017560813473304576-EwZd/)

The brand quickly gained traction, especially with its signature oversized silhouettes and luxury streetwear, inspired by Lorenzo's personal style. The Fear of God collection debuted with a range of essentials that included oversized tees, distressed denim, and tailored outerwear, all marked by intricate details and craftsmanship that set them apart.

Throughout his journey, Jerry has emphasized the importance of storytelling in his work. Each collection reflects his experiences, struggles, and inspirations, often drawing from his upbringing and the rich tapestry of cultures that surround him. He has spoken about the significance of authenticity in fashion and the need for designers to connect with their roots and communities.

FOG Essentials
Launched in 2018, the Essentials line captures the essence of Fear of God’s signature aesthetic while emphasizing comfort, versatility, and everyday wearability. Fear of God Essentials is a celebrated diffusion line that aims to provide high-quality, minimalistic streetwear at a more accessible price point.

Core pieces include relaxed tees, hoodies, joggers, and outerwear, all designed to be easily mixed and matched, allowing for effortless styling. The clothing often features subtle branding, including the iconic "Essentials" logo, making it recognizable without being overly flashy.

Jerry showcasing his FOG Essentials lookbook (Tyler Mitchell/Wall Street Journal) (Tyler Mitchell. (2023, October 20). The Wall Street Journal. Retrieved on August 14, 2024, from https://www.wsj.com/style/fashion/fear-of-god-jerry-lorenzo-3f556c22)

The line has garnered significant popularity among fashion enthusiasts, influencers, and celebrities. Overall, Fear of God Essentials exemplifies Jerry Lorenzo's vision of creating garments that reflect both individuality and inclusivity, bridging the gap between high fashion and everyday attire. 

Fear of God sued by Essentiel Antwerp
"On October 25, 2021, the Brussels Court of Appeal upheld an EU-wide injunction originally imposed by the EU Trademark Court against the US company Fear of God LLC for infringing on the trademarks ESSENTIEL and ESSENTIEL ANTWERP belonging to the Belgian fashion brand Kadine BV."

Kadine BV owns the ESSENTIEL/ESSENTIEL ANTWERP brand, established in 1999 and protected in the Benelux and EU. Kadine took legal action when Fear of God began selling its 'ESSENTIALS' line in the EU. Initially, the EU Trademark Court granted a Benelux-wide injunction against Fear of God's distributor but dismissed Kadine's claims against Fear of God due to a lack of evidence showing direct infringement in the Benelux.

After FOG promoted a new 'ESSENTIALS' collection in the EU, including Italy-made sneakers, Kadine launched summary proceedings for a broader injunction.

Essentiel Antwerp (Essentiel Antwerp. (2022, September 16). Nieuwsblad. Retrieved on August 14, 2024, from https://www.nieuwsblad.be/cnt/dmf20220916_94695135)

Decision
On December 11, 2020, the EU Trademark Court ruled in favor of Kadine, citing that Fear of God’s marketing efforts created confusion and infringed Kadine’s EU trademark rights. Even after FOG made adjustments to its website to avoid targeting the Benelux specifically, the court found that their offerings still targeted EU consumers. The evidence showed that FOG controlled sales through its distributors, leading to a decision affirming the likelihood of trademark infringement.

In balancing interests, the court determined that Kadine’s need to protect its trademarks outweighed Fear of God’s trade freedoms. Thus, an EU-wide injunction was issued, prohibiting Fear of God from selling products under the 'ESSENTIALS' name and imposing daily penalties for violations.

FOG appealed the summary judgment, but on October 25, 2021, the Brussels Court of Appeal upheld the injunction against the company.

'The Return'
In October 2023, Fear of God was able to re-establish its rights to sell the Essentials collection in Europe through strategic legal maneuvers and adjustments in its business practices, though the specifics of those developments may not be widely documented. 

1. Legal Adjustments: After the initial injunction on the Essentials line due to trademark infringement, Fear of God could have engaged in negotiations to clarify its branding and prevent confusion with existing trademarks, potentially altering packaging and marketing strategies.

2. Collaboration and Licensing: Fear of God might have pursued collaborations or licensing agreements with other brands to facilitate legal sales in Europe, reducing trademark issues.

3. Changes to Product Lines: Adjustments to the Essentials line, such as branding or marketing changes, may have helped resolve prior conflicts, distinguishing their products from the existing ESSENTIEL brand.

4. Reaching a Settlement: Trademark disputes often lead to settlements, allowing continued sales under certain conditions, including geographical limitations or branding adjustments.

5. Filing for Trademark Protection: Fear of God could have sought trademark protection in relevant jurisdictions to ensure their branding rights are legally recognized and enforced.

Ultimately, the specifics of how Fear of God managed to regain the right to sell its Essentials collection in Europe, would depend on the unique details of their legal and business strategies as they navigated the challenges presented by trademark law. 

FOG Essentials at the Attic
The FW25 collection of FOG Essentials will be among the very few selections available at The Attic Streetwear. Retailers face restrictions that require them to purchase the main line of Fear of God alongside the Essentials line, resulting in limited availability of the Essentials collection throughout Europe. 

Lorenzo and his son posing for their campaign in 2021 (Shaniqwa Jarvis/Los Angeles Times) (Shaniqwa Jarvis. (2021, May 14). Los Angeles Times. Retrieved on August 14, 2024, from https://www.latimes.com/sports/story/2021-05-14/jerry-lorenzos-spring-essentials-hits-retailers-kids-collection)

For more info on the upcoming FW25 Essentials collection, keep an eye on your inbox, our website and our socials.

 

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