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On December 21, Jay-Z will play the final show of his 4:44 tour at The Forum, in Los Angeles. But before Jay takes the stage, Fear of God will drop a new collection, inspired by the album, tour, and Jay-Z himself, at Maxfield LA.
“Jay is the muse,” Fear of God founder Jerry Lorenzo told Vogue of his design inspiration. “From the wristbands and bandanas to the proportions, we wanted to modernize Jay’s approach and contribution to fashion through our lens. Jay gave us feedback and direction along the way. He’s a true artist in every sense of the word.”
The line is technically designed for men but can be worn by women, too, as proved by a Tommy Ton–lensed lookbook starring some of the coolest girls in America, like Dilone and Jane Moseley. The only rule: Don’t call it merch. The collection is meant to build on the aesthetic and ethos of what Jay and his album stand for. In a mostly black palette with the occasional light denim flourish, the line riffs on Jay-Z’s own style and the deeper meaning behind his latest album.
As such, the collection goes right to the source of Jay-Z’s own inspiration, citing the Bible passage John 4:44: “A prophet is without honor in his own country.” Lorenzo interprets the message of that verse as a call for “living in your purpose and living in God’s will, to defining your home not through geography but through a dimension that transcends time and space.” He continues, “After building with Jay’s team we knew this verse was 100 percent in line with Jay’s perspective on the album, 4:44.”
The entire range will be available at Maxfield LA on December 21 from 11 a.m. We’d advise wearing it while you listen to Lorenzo’s favorite tracks from the album, “4:44” and “Legacy.” “Without the hard truth in ‘4:44,’ legacy is lost,” Lorenzo advises.