Fear of God is moving its European organization to France. The Los Angeles-based premium street-couture label, founded in 2013 by Jerry Lorenzo and helmed since fall 2024 by Frenchmen Bastien Daguzan, is moving its Milan branch, which includes product development and design teams, to Paris, FashionNetwork.com has learned.

Contacted, the brand clarifies that Fear of God’s head office remains in California, while adding that the European change is “an organizational decision, and that the Paris office is part of the business division” of the brand.

According to our information, Fear of God had an office in the capital of Lombardy with a staff of around twenty, mainly active in design and product development, but also partly in sales. It is in Italy, in fact, that the brand has most of its main products produced, and tailoring is becoming increasingly important, with materials sourced in the Peninsula.

One of the pioneers of luxury streetwear, Jerry Lorenzo has radically evolved his brand in recent years, as it has grown at a rapid pace. Maintaining his minimalist style, he continues to expand his offering, proposing a complete wardrobe for women and men, whether for the most casual or elegant moments, in particular with his main line, while the more accessible and sporty “Essentials” line focuses on jersey and fleece pieces, such as T-shirts, hoodies and tracksuits.

The idea of moving this design- and product-focused Milanese unit away from Fear of God’s network of Italian suppliers and manufacturers may seem surprising. But with the arrival of Daguzan at the helm, the focus has clearly shifted to Paris, where other issues are at stake. Last season, the brand presented its collection in the French capital. The brand also recently recruited Frenchwoman Catherine Jacquet as director of operations.

Having a presence in the City of Light and the fashion capital of the world should help the label, whose headquarters and main activities remain in Los Angeles, to reinforce its aura and image as a luxury brand.