From Hype Beast and Hype Radio, I am Jeff Staples, and this is the business of hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

This man needs no introduction. People know his face and his signature style. And even if you don't,

you've definitely seen his trademark look, which has become a category of fashion onto itself.

Jerry Lorenzo has taken fashion and the internet by storm with his Fear of God collection

and his recent game-changing collaboration with Nike.

Today on the Business of Hype podcast, we take a look at his perspective into design,

the lessons that have helped him throughout his career, and the importance of learning from your losses.

My name is Jerry Lorenzo, creative director and founder of Fear of God.

Okay.

And what I do, I'm a father, I'm a husband, a creative, I'm a boss.

I've got 20 or 30 employees in a factory I've got to be responsible for.

Yeah. So it's a lot more than coming up with designs for collections.

The end of 18 and now we're heading into the top of 19 has been quite a quite a couple months for you.

Yeah.

Can you succinctly recap what the last few months have been like?

Oh man. I wish I could, man. I'm so immersed or emerged in it. And so it's hard to take a step

back and look at it. We were so quiet all year from a brand standpoint.

And a lot of that was, you know, we were really working on developing sixth,

and we knew what we had coming with Nike was pretty big,

and we didn't want that to overshadow the perspective with the main

line, which is why we had the opportunity with Nike.

And so we knew that Sixth Collection needed to be at a level that was worthy of this new

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