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“We met at the school of our children in Los Angeles, standing outside waiting for the bell to sound,” says fashion photographer Glen Luchford of his first encounter with Frame Denim co -founder, Josh Levine. The created duo CherryA premium street clothing brand, in 2022.
Three years later and the brand, held by its graphic t -shirts (from $ 160), super cotton soft hoodie Angeles has expanded to bring two new unconditional: stylist Francesca Burns and designer Fergus Purcell. Last month, the quartet launched the first exclusive retail association of Cherry World, with Dover Street Market in London.
Burns, a former British Fashion Fashion editor met Luchford in a camci campaign, and in 2023 he enlisted her to help build the creative team. It was Burns to recruit Purcell, a skate clothes fan and co -founder of AriesAnd the designer behind SCINETA PALACE‘Penrose Triangle logo (he has also worked with Marc Jacobs and Raf Simons). “Fergus walks that line between street culture and luxury With so much integrity, “he says, and adds:” Working with Glen in anything is a pleasure. And Josh, well, in any creative dynamics, you absolutely need a person who knows how to make shit. ”
Wool University Jacket, $ 795
Den den
Washing cotton t -shirt, £ 130
Jacquard Carl Seter wool, $ 995
There is an irony in how this Californian brand is being defended predominantly by British (all bar Levine bars leave the entire pond). “Is the most Californian aspect about myself the fact that I am hippie?” Purcell writes by email, before taking out a list of influences from the west coast, including “Cher, Cher, Stüssy When Shawn [Stüssy, its founder] He was there and Hollywood filmed by Gus van Sant. ”
“We all grew up with this Superfan Love of America,” says Burns. “California, in particular, is incredibly liberal and many culturally significant ideas have caused from here. We wanted to recognize that optimism in clothing. “The motifs include Scorpions (natives of the San Francisco Bay area), Cannabis (reworked by Purcell in a blunt flag impression , with their mosaic and distressing, they remember the informal uniform of Venice Beach and Dogtown skaters.
The “cherry” is a wink to the Los Angeles subculture, as a red cherry car, and the “world” was equally important: “It is inclusion,” says Burns. “Much of that narrative has been lost when it comes to something to do with the United States.” “Clothes is a universal language,” adds Purcell, “and with confrines like this, it is impossible not to be inspired.”