Cherry World AW24 Unveils a Bold New Fashion Era
Introducing a premium denim and apparel brand celebrating California’s wild subcultures.
Cherry World emerges as a vibrant new force in fashion, founded by the creative minds of Glen Luchford, Josh Levine, Fergus Purcell, and Fran Burns. Deeply Rooted in California’s diverse subcultures – punk, surf, skate, and art – the brand captures the eclectic spirit of Los Angeles.
The debut collection presents a range of wardrobe staples, including super-soft washed cotton hoodies, premium denim, and wool-cashmere knitwear, all made in LA with high-quality materials. Each piece showcases Purcell’s bold graphics, with the iconic scorpion logo prominently featured on long-sleeved tees and zip-up track tops. Playful motifs like bushy green pot leaves and subverted versions of the Stars and Stripes add a rebellious flair. The All-American Varsity Jacket has been reimagined with a ‘CW’ monogram, and boxy button-down bowling shirts are adorned with whimsical line drawings. The lineup also includes a logo football shirt, a classic windbreaker, and a variety of baseball caps and board shorts, creating a well-rounded collection that captures California’s spirit.
“This is about riffing on the subculture and counterculture of our youths,” says Levine. The launch celebrates freedom, creativity, and the Californian lifestyle, paying homage to cultural icons such as Black Flag and Harvey Milk, while celebrating the diverse Californian lifestyle.
Cherry World officially launches on October 10, aiming to reach a broad audience. “I’d be so happy to see Cherry World on anyone,” says Purcell. The first collection is just the beginning, with plans for future stockists to be announced.
Explore the collection by visiting Cherryworld.com. If you happen to be in London, a Cherry World pop up is taking place on Friday 11th & Saturday 12th October, 12 to 4pm, at Unit 3, The Courtyard, 18 Ezra Street, E2 7RH.
