Fashion

The elusive family behind Chrome’s heart, fashion’s most unlikely empire


Although it was never part of the plan, Richard, Laurie Lynn and their three children became fashion world celebrities. “We never wanted to be famous designers. We want to be successful artists,” said Laurie Lynn, who says her children were terrified when Drake named her in a song. In turn, celebrities come to the Starks to realize their most remarkable and luxurious features. Many were led by 18-year-old Kristian Stark, who introduced Chrome Hearts to the likes of Young Thug and Lil Uzi Vert, just as his parents introduced the brand to Sex Pistols and Guns N’ Roses. When Odell Beckham Jr caught his first touchdown pass of the season in the 2022 NFL knockouts, he donned Nike wide receiving gloves emblazoned with blue and gold leather crosses, a Unofficial collaboration made at the Hollywood workshop of Chrome Hearts. When Drake bought a new Rolls-Royce Cullinan, he called on Chrome Hearts to redesign the leather floor mats. Why? Zack Beer, 25-year-old DJ, Drake consigliere, and friend of Kristian, put it this way: “Chrome Hearts is one of the greatest brands in the world.”

Which is odd, because Chrome Hearts doesn’t seem particularly well-suited to capturing current fashion trends. Fashion has passed the light years beyond the heavy baroque-biker aesthetic that emerged in the ’90s, and most of the brands associated with that polarizing movement (Von Dutch, Ed Hardy) have fallen. off the cliff a few years ago. But Chrome Hearts stays true to its polished metal and leather crosses, daggers and daggers that in any other context would be considered outdated, even dirty.

Buying Chrome Hearts isn’t particularly easy either. The company is one of the few in the luxury sector that doesn’t have a permanent e-commerce store, and it doesn’t advertise or publish gallery images on its website. Your best bet to see what brands are making at any given time, and to get to work, is to head to a Chrome Hearts retail store — if you can find one. Most of the brand’s stores operate like clubs if you know what you know, with very little signage outside. And prices can reach the upper 5 digits for high-end jewelry, still as high as when Stark wears guitar strings.

“I have to tell you, a lot of people didn’t believe it,” Cher said of Chrome Hearts at the outset. She explained that most people reacted to Stark’s quixotic project essentially the same way she did. “They would say, ‘Oh, that’s just some leather guy.’ “The fashion industry still seems uncertain about what makes Chrome Hearts — despite its deeply American aesthetic, the brand was not included in the recent Americana Apparel Institute exhibit. here by The Met. But it is becoming increasingly difficult to ignore or remove Chrome Hearts. “Richard had a dream,” Cher said. “And it’s not ‘just some leather guy.’ ”

You would think that after Chrome Hearts turned him into an exceptionally rich man, Richard Stark would allow himself a bit of a break. But most days, he wakes up in Malibu, where the Starks are said to own several homes, before dawn. By 5 a.m., he was in his Harley, he shot down the PCH to their factory, which spans three blocks in central Hollywood. He has a factory-sized office in one of the complex’s many buildings, but he can often be found on the floor working with the hundreds of craftsmen he hires—perhaps the stand The sole head of a luxury brand that spends most of its time actually making stuff. .



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