God's Plan T-shirt

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Without any formal training in fashion, Lorenzo learned the ins and outs of launching a brand on his own. Sometimes, he drove to downtown L.A. and paid someone to help him with his production needs. “I literally knew nothing,” he recalls. “I didn’t know about production, seasons, how to make a pattern. I took all the money I made from the clubs and put it into this conviction.” There are other restrictions - Coupons sometimes have restrictions, like only being valid for certain products, or only being valid if you spend over a certain amount of money. Reading about the fear of God and the clouds and darkness around His kingdom if you didn’t know Him, but [having] that same fear out of respect and reverence for Him if you did know Him…” Lorenzo explains in his warm, dulcet voice. “That juxtaposition was so awesome to me.” That demand has led to collaborations with Vans on sneakers and PacSun on a younger, more affordable line called FOG. Lorenzo even designed Bieber’s Purpose tour merch. “Revenue is consistently more than doubling with each Fear of God collection,” he says.

But he didn’t let that break him, even though he was trying to support a growing family; his wife Desiree had just given birth to their twin daughters Liv and Mercy. (They also have a son, Jerry Lorenzo Manuel III, who’s now six.) “As much money as I lost, I never lost the conviction that I knew I had something to say or offer,” he adds. “There were plenty of times I should’ve let go and given up, like, ‘Hey, my wife just gave birth. I have a son at home. I’m trying to get out of nightlife, but maybe this isn’t the right way. But I just knew what I was going to do in the end was way bigger than what [people] were taking from me.”

Depending on where you live, the time it may take for your exchanged product to reach you, may vary. After college, Lorenzo finished his MBA at Loyola Marymount in L.A. “I always felt like L.A. was a city of opportunity,” says Lorenzo. “So I came out here, was in grad school during the day and worked at Diesel at the Promenade at night.”A few weeks later, he received a call from West, who asked to see the rest of his first collection. “He was like, ‘Yo! I just got this long tee from you. Can you come to Atlantic City and show me your collection?’” Lorenzo remembers. “When I got to Atlantic City, he looked at the T-shirt and was like, ‘Man, I could see all the thought that went into this simple long tee.’” Lorenzo was floored. “At that time, I looked up to Kanye so much,” he says. “There hasn’t been anything after that, for the past four years, that’s surprised me, because the person I looked up to saw what I saw. It helped me further believe in myself. So now, when someone else sees what I see, I’m like, ‘Oh, of course you’re going to see it.’”

But unlike most other successful brands, Fear of God doesn’t have a machine behind it. Zero investors. No sales or marketing team. Up until six months ago, Lorenzo and his small team of four employees worked out of his home in Glendale, California. Lorenzo doesn’t follow a fashion calendar, instead releasing collections when he believes they’re ready. He refuses to do a fashion show. “That’s luxury to me,” he says. “Luxury is making your own schedule and being your own boss. It’s like Jay Z said: ‘Until you’re on your own, you can’t be free no matter how much money you’re making.’”We know it's frustrating when coupon codes don't work as promised. We're shoppers ourselves, so we do everything we can to make sure we're always sharing the latest active coupon codes. Any item not in its original condition, is damaged or missing parts for reasons not due to our error When Jerry Lorenzo was young, he and his family read daily devotionals together. His mother owned 30 to 40, but they frequently studied My Utmost for His Highest by Oswald Chambers, one of the most popular religious hardcovers ever written. It bothers me when you take my exact ideas and try to say the same thing I’m trying to say,” says Lorenzo.