MANUFACTURING

PacSun Announces Line With Fear of God’s Jerry Lorenzo

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Jerry Lorenzo

Pacific Sunwear’s next high-profile line has almost nothing to do with surfboarding, skateboarding or action sports, which have been a focus for the Anaheim, Calif.–headquartered retailer with a fleet of 605 stores.

The retailer announced that it would collaborate with Jerry Lorenzo, a friend and fashion collaborator of Kanye West, the provocative musician and husband of reality TV celebrity Kim Kardashian. Lorenzo is best known for the high-end streetwear line Fear of God, which features bomber jackets, T-shirts and other basics.

The Lorenzo PacSun collaboration line will be called F.O.G.

Gary Schoenfeld, PacSun’s chief executive officer, said that he hoped PacSun’s F.O.G. collection will be accessible to a wider market. “We are proud to be partnering with Jerry in expanding his design reach by creating this more accessible new F.O.G. label, which reflects Jerry’s ongoing commitment to high-quality fabrication, thoughtful detailing and purposeful silhouettes.”

Lorenzo said that the F.O.G. line was more than a diffusion brand. “I felt like we could work together to leverage PacSun’s resources and manufacturing expertise to make a collection that reflected my design perspective and quality while still at a great price. In the end, I feel like we’ve created something more than a diffusion line of Fear of God but rather a totally new brand for a youthful audience that is appropriate and accessible.”

PacSun’s first run of the F.O.G. brand will feature 10 pieces, which range from a raglan-cut bomber to thermals, flannels, fleece tops and items with long hemlines and unique zipper details. The first run will be delivered on Dec. 11. The second is scheduled to be delivered at PacSun shops in late December.

Core retail price points will range from $40 to $100. Outerwear will retail for $300.