![]() A follow-up capsule would debut the year after. Abloh’s Off-White worked with the brand in 2015 on a capsule of T-shirts and trucker hats. Virgil Abloh, who has called Chrome Hearts one of his favorite brands, also collaborates with the company frequently. The trend has become so popular that MNML Los Angeles, a fast fashion brand known for making cheaper alternatives to expensive trends, began to produce its own cross-covered denim resulting in an ongoing legal battle that began in April 2020. The brand’s assortment of goods is vast to say the least, but two of its most widely recognizable items these days are probably its trucker hats emblazoned with gothic fonts and $1,750 denim adorned with leather crosses that has become ubiquitous with big name rappers like Drake and Offset. Their silver dagger hardware has donned custom Air Jordan Is and Rolex watches. Other collaborators have included legendary rock group The Rolling Stones, Bape, Rick Owens, and Comme des Garçons. One of the biggest projects in recent years was a full collaborative collection with Bella Hadid, a close friend of the family, that debuted exclusively at Selfridges in 2017. The partnership has gone on to feature multiple capsules since. The Stark children, Jesse Jo and twins Frankie Belle and Kristian have used their LA connections to push the brand into the spotlight for a whole new generation. More recently, it’s been championed by names like Lil Uzi Vert, Kanye West, and Travis Scott. In the Aughts, Juelz Santana, Jim Jones, and Lil Wayne frequently wore Chrome Hearts apparel and accessories like its leather belts donning silver hardware. Already established as a staple in rocker's wardrobes, the rap world would eventually take a liking to the brand as well. Its limited nature adds even more to the brand’s allure. There is no e-commerce presence (unless you opt to browse the secondary market). Besides flagships, the brand has been stocked at a limited number of luxury stores like Maxfield, Bergdorf Goodman, Selfridges, and Dover Street Market. The “fuck you” carved into the floorboards is a store signature. It has grown into a 28-store operation since with locations in places like Los Angeeles, Miami, and Las Vegas. Each offers its own unique look and products. Two years later, the brand’s first flagship opened in New York City. ![]() The trio of founders would eventually split in 1994 and Stark and his wife Laurie Lynn would maintain control of the brand. ![]() The two parties would eventually collaborate officially in 2007 for a series of silver pendants and apparel. She showcased the brand’s goods for a season in CDG’s Aoyama flagship back in the ‘90s. From there, other big bands like Motley Crüe and Guns N’ Roses started wearing the Chrome Hearts' leather pieces and accessories as well, which began to establish the brand as an essential part of the rockstar uniform at the time.Ĭomme des Garçon’s Rei Kawakubo was responsible for Chrome Hearts’ introduction into the Japanese market around the same time. Jones took a liking to the brand and began wearing it on stage. The then-girlfriend of lead guitarist Steve Jones was starring a low-budget horror comedy from 1989 titled Chopper Chicks in Zombietown and Chrome Hearts designed some costumes for the movie. The first big exposure for the brand came from legendary punk rock band, the Sex Pistols. Sterling silver jeweler Leonard Kamhout joined the operation shortly after. Stark and Bowman couldn’t find leather jackets on the market that they wanted to wear, so they started to make their own. Chrome Hearts has been around since the ‘80s, cultivating an entire biker-inspired lifestyle with premium quality leather, sunglasses, jewelry, and home goods for over three decades.Ĭhrome Hearts was originally founded in 1988 by Richard Stark and leather manufacturer John Bowman in a Los Angeles garage. But the Los Angeles luxury label is far from a newcomer or simply the “in” brand of the moment. Chrome Hearts is a brand that seems to be everywhere in 2020, whether as the title of a standout track from Lil Uzi Vert’s Eternal Atake, in Gunna and The Weeknd’s lyrics, or on Kylie Jenner’s Instagram.
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