Having Transformed the Industry, They Propose a Puréed Punk Wardrobe (EXCLUSIVE)
“It’s probably the worst time to begin any kind of brand, to be honest,” says Glen Luchford, the industry-defining photographer and director who two years ago founded the brand Cherry World. “More like a fun suicide mission, given the downturn in profits and closure of so many fashion companies.”
Why would Luchford and his team of esteemed designers and stylists start Cherry World in such unfavorable circumstances? Luchford says it’s because he’s “a little perverse like that.” This is a guy who craves a challenge, and what could be better than starting a clothing brand in these trying times?
Cherry World is more than just an exercise in proving a point, of course.
The label was born of conversations between Luchford, who skated as a kid and got his start by lensing thrashers, and Josh Levine, co-founder of denim label Frame and former professional snowboarder. They ruminated on the idea of a brand that revisited the music and subcultures that framed their youth.
Sought-after stylist Francesca Burns came on board next, with whom Luchford had worked on Gucci shoots. He knew Burns would immediately understand the duo's references. She then introduced the group’s final member, graphic artist Fergus Purcel, whose portfolio includes designing Palace’s TriFerg logo.
“Anyone who loves street fashion is very aware of Fergus,” Luchford says.
Cherry World’s Fall/Winter 2025 collection is a good a time to get acquainted with the young label, what with its footing secure and its reference points fully locked.
Lensed by Luchford, the new collection is modeled by a band of face-painted rockers. The guitarist leaves his shaggy brown cardigan unbuttoned to expose his bare chest, the drummer wears a long-sleeve shirt collaged with black-and-white photos of grinning young faces, and a roadie totes an amplifier, clad in a generous sweatsuit printed with gothic crosses.
If you discern a punkishly Californian feel from this grungy selection, that's be design; this season, Cherry World took inspiration from the Red Hot Chili Peppers, Black Flag, and The Doors.
This fusion of funk, punk, and rock is tossed into a blender with references to historic Californian skate-street labels like World Industries and Stüssy. The resulting purée is Cherry World’s rose-tinted ode to influential but bygone LA counterculture, all made by small producers in the sacred land that inspired it.
“LA has an amazing fashion district,” says Burns. “Embracing the nuances that come when things are hand-finished and working with makers who really understand denim is integral for us.”
“The attention to detail, the quality, the craftsmanship… You can feel the love and personality put into the product by these amazing people," concurs Levine. "It has a vibe you won’t see in products coming out of some mega-factory.”
The new Cherry World line launches on September 26 at stylish boutiques the world over, including Vier in Belgium and GR8 in Tokyo.
And at 10 Corso Como in Milan, a boutique often considered the first-ever concept store, Glen Luchford is simultaneously unveiling his first-ever solo exhibition alongside the new goods.
Luchford summarizes the exhibit quite bluntly. “Lots of mental vomit,” he says. “I have quite pronounced ADHD, and I thought I’d give people a glimpse inside my brain. It’s a little chaotic, to be honest. All photographers have a point of view, and for better or worse, this is mine.”
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