Cherry World: A Fresh Take on Lifestyle Branding
In the latest installment of W’s annual “The Originals” series, a collective of film, fashion, art, and music icons shares their reflections on authenticity in their creative pursuits. Explore this year’s vibrant lineup of creators below.
The Creative Minds Behind Cherry World
Cherry World has emerged as an innovative lifestyle brand initiated by a diverse group of visionaries: Josh LeVine, a cofounder of the renowned denim brand Frame based in Los Angeles; Francesca Burns, an accomplished stylist and consultant with collaborations that include Mert Alas & Marcus Piggott; Fergus Purcell, a commercial designer celebrated for his work on the Palace Skateboards logo; alongside Glen Luchford, an esteemed photographer whose iconic 1990s campaigns for Prada have made waves in both art and fashion sectors.
A Platform for Collaboration
Josh LeVine: “Our primary aim was to use Cherry World as a space to unite our talents with friends. After years spent navigating the fashion industry, we felt compelled to create something authentic and original with some of our favorite collaborators.”
Francesca Burns: “The excitement comes from constantly exchanging ideas. It’s truly invigorating—there’s no better way to describe it.”
The Dynamics of Teamwork
Fergus Purcell: “We’re a tight-knit team. This allows us seamless communication where everyone’s thoughts are taken into‍ account and can easily come to fruition. Josh’s expertise in production is invaluable—his dedication ensures great concepts become reality.”
Glen Luchford: “We never distinctly assigned roles or responsibilities; instead, everyone intuitively knows their part and contributes freely. This creates an environment that’s totally hassle-free.”
Cultural Influences Shaping Brand Identity
The essence of Cherry World synthesizes Los Angeles’s skate culture—home to Josh and Glen—with London’s street style—a significant influence on Francesca and Fergus—and includes elements drawn from global cannabis trends.
(Francesca Burns): “Our mission was rooted deeply in promoting a quintessential California lifestyle—a celebration resembling youthful influences like Rick Rubin energizing Snoop Doggy Dogg’s era. The vibe reflects freedom and relaxation that I grew up aspiring to understand about American culture—the allure stems especially from California skate culture amidst South Los Angeles.”
Exploring historical skate brands reignited nostalgic passions tied closely with personal growth for all founders involved as they reminisced about cultural touchstones that inspired them.
Name Origins: Cherry World & Scorpion Logo Symbolism
(Josh LeVine): “’Cherry’ carries multifaceted meanings—from associations with cherry-colored sports cars to pipes still holding fresh ‘cherry’ content—while ‘World’ broadens the scope remarkably beyond our current capabilities. Our identity is born from subculture expressions embracing complete creative freedom—from whimsical designs like featuring weed leaves on garments or contemplating scorpion symbols.”
(Fergus Purcell): “It’s reminiscent somehow of those nostalgia-evoking afternoons watching kung-fu classics like *Shaolin Wooden Men* or *Drunken Master.*”
A Sneak Peek Into Their Inaugural Collection
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(Glen Luchford): “Quality apparel paired perfectly together fuels everything we aspire toward.””
(Levine): “We’re creating stunning products right here in L.A.—exceptional jeans paired alongside striking tees plus luxurious cashmere sweaters make up our offerings.””
(Purcell): “Emphasizing domestic production promotes authenticity despite slightly higher costs—it adds value!“ As demand for ethically produced clothing rises over past few years audience interest surges towards responsible purchasing habits within contemporary consumer landscapes (Statista 2023)..
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(Glen) “Personally speaking—I adore this green varsity jacket! However more energy focuses directly onto innovative denim styles —and I am eagerly anticipating this next evolution! br>
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