Fear of God - Fear of Change?

Jerry Lorenzos Fear of God was without any doubt one of the most popular brands over the last few years within the streetwear industry. Shape wise the collections set new standards in terms of layering and the sandy beige all over look became very commercial. Driven by sweat the success was undeniable. But since a couple of seasons we are have the feeling that the brand is lacking in terms of progress. Not much innovation. A brand’s DNA should always stay within the core of the visuals. And that is defintely something you can notice within every new release. Talking about developing the brand and evolving into something beyond the comfort zone is obviously not there. Reason can of course be the commercial need from the market to play it safe, following the motto - Bestsellers on repeat. Do not get us wrong, visual wise there some looks with are appealing and very harmonizing in terms of colors and silhouettes but we miss the spark of inspiritation and innovation. Since the collaborative work with Ermenegildo Zegna it is crystal clear that the brand adopted the essence of this co creation - and that seems to be it. Riding the wave of success is in every brand owner’s interest but where is the hunger for more. What do you think? Do you see progress? Do you miss some new angles and edges?