“But we run this company totally ourselves.” Chrome Hearts employs 900 people worldwide. “We have a partner in our back pockets for our children’s support, because I started this to be a 150-year-old company - hopefully more - and I won’t be there for the whole thing,” Richard says.
Chrome hearts license#
They don’t do licensing (they bought back their eyewear license from Marcolin, and now manufacture it themselves) and don’t have investors other than the one. brands, Maxfield was an early and steady supporter of Chrome Hearts, scooping up leather jackets and chaps in 1992, and last year hosting a pop-up shop for “Sex Records” merch designed by DiGiacomo, with an opening party that had Jesse Jo performing in the parking lot. Maxfield recently released a Chrome Hearts ebony-and-gold toilet plunger for $6,000 as part of the retailer’s 50th anniversary collection that “sold out in 20 minutes,” according to buying director Sarah Stewart. Following in 2020 will be a store in London’s Mayfair, and in 2021, a store on Quai Voltaire in Paris designed by architect Jean Nouvel. Barths, they will launch Bella Hadid “Hellz Bellz” eyewear frames, the Chrome Hearts fragrance that has been exclusive to Selfridges since July, and beach-appropriate exclusives like a custom surfboard and Vespa. While many are scaling back brick-and-mortar, the Starks are opening four more stores over the next two years. “I love that,” beams Richard, who used his experience in leather manufacturing and carpentry to start the brand in 1988 with two partners he has since bought out. “I could have turned around and said, ‘It’s right there.’ I don’t know why I didn’t, because I thought it was funny.” “The other day, I was standing on the corner of Robertson Boulevard with all these kids, and they were trying to find the Chrome Hearts store,” says Jesse Jo, whose first design for Chrome Hearts was a patchwork leather scrap bag she made at age eight.
The Starks like to cultivate an air of mystery their stores don’t have signs, they do have “f–k you” carved into the floorboards. He brought art and youth…and now Frankie and Kristian and their friends are putting their own twist on it, too.” “Then she started wearing it, and Matt started working here when he was in high school and making custom things. “When Bella and I got really close, and she said she wanted to wear Chrome Hearts, I’m not gonna lie, I was still in this weird stage of why? It’s my family,” says Jesse Jo, settling into a leather chair in her father’s original studio. (Not to be outdone by their parents, Kristian already has his own “adventure wear” brand called Thrill Trip and Frankie has a swimwear line called Dipped in Blue.)ĭuring a family interview, the younger Starks shared that although they’ve been hanging out (and riding scooters around) the factory since before they can remember, seeing Chrome Hearts as cool came later. 7 the brand will open its 32nd store, this one conceived and designed by young Kristian, who negotiated the lease using his high school French. “They are poised to work for you, these little offsprings of information, and the friend power they have is tremendous,” she says during a tour, pointing out the building where Jesse Jo designs her campy horror-themed music merchandise, including “Deadly Doll” T-shirts, and on the loading dock, crates bound for St. The fashion sophisticate counterpart to Richard’s Harley-riding, tough guy persona, she’s wearing a bespoke Chrome Hearts deep purple velvet spiderweb embossed blazer with black biker shorts and pale yellow suede Manolo Blahnik mules (her husband’s woodworking dust be damned). On a recent morning, Laurie Lynn is click-clacking around the brand’s 250,000-square-foot Hollywood campus spanning three streets, 13 buildings and eight factories that make apparel, accessories, furniture, eyewear and more. With the windfall, they are opening more stores, eyeing new categories and launching a second collaboration with Hadid. Courtesy PhotoĪlthough the Starks declined to comment on revenues, sources say in recent years they quietly sold 10 percent of Chrome Hearts to a private equity firm for $150 million, which would put the value of their business at over the $1 billion mark.
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