The narrative of Chrome Hearts reads like a script for a modern Western: a passionate rebel from Los Angeles transforms into a successful American fashion entrepreneur but still has a deep hatred for the established norms of high-end fashion. A savage with an iron heart and a brand that stands as one of the most sought-after and elusive. High fashion and Hell's Angels.
Chrome Hearts (was Karl Lagerfeld's favourite brand) is a brand renowned for its gothic aesthetic. Beyond its rock vibe, Chrome Hearts is one of the first mainstream brands in gothic clothing, jewellery, and furniture.
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Founded in 1988 in Malibu by Richard Stark and his friend John Bowman, Chrome Hearts emerged as a brand infused with the spirit of biker culture. The duo was able to introduce the necessary segment into the market with a hint of rebellion and rock. Later, jeweller Leonard Kamhout, known for his work with 925 sterling silver, joined the team, making buttons, eyelets, and zippers from pure silver. The collaborative effort resulted in a series of handcrafted leather motorcycle jackets and stylish accessories, embodying distinctive gothic style.
Stark has never been interested in being classified as a typical fashion brand, despite his ties to the industry. Chrome Hearts garnered recognition by winning the CFDA Accessory Designer of the Year award in 1992, a prestigious accolade that solidified its reputation and increased brand awareness.
In 1994, Stark and the other co-founders of the company went their separate ways. Shortly thereafter, Stark married Laurie Lynn, whom he had met when she ordered a batch of leather swimsuits from him, and he brought her on board as a partner of the brand.
Two years later, the couple opened the first Chrome Hearts store in New York City.
The most important and desirable aspect of CH lies in its exquisite jewellery. All pieces feature a Gothic design and are created exclusively from silver, platinum, and ferrous metals. These rock 'n' roll masterpieces aren’t just adored by celebrities, rappers, and rock stars – the brand's aesthetic captivates even those outside the biker subculture, because Chrome Hearts is hard not to love. Emphasising luxury and allure, the company chooses 925 sterling silver, along with 22-karat white and yellow gold, combined with precious stone inserts and leather. Despite its name, the brand never uses chrome in its jewellery collections.
An intriguing tale and an approach to work
While vacationing on the Caribbean island of St. Barts, Chrome Hearts founders and owners Richard and Laurie Lynn Stark found themselves inspired by their 16-year-old son Kristian’s idea, who expressed a desire to open a store on the island: “We should have a store here. I think that would be very good." “GOOD. Do it,” Richard replied, and indeed, Kristian executed it flawlessly. With his assembled team, the store is operating successfully and holds excellent prospects.
The main feature of the brand is the founders’ approach – they don’t meticulously plan the brand strategy for years ahead; instead, they live here and now. The brand’s sales consistently rise. You won't find a collection tailored exclusively for hotels in the Asian market, as the founders aren't inclined towards such ventures. Similarly, integrating into large fashion empires isn't the brand's envisioned reality.
The Los Angeles-based brand was born out of the creative whims of Richard, its motorcycle-loving founder, and his wife, Laurie Lynn. This spirit of rebellion attracted a devoted following. Richard, known for his distinct style, refrains from wearing skinny jeans personally and doesn't offer them to clients, believing they don’t suit anyone.
With a total of 34 boutiques around the world Chrome Hearts offers a unique shopping experience. It’s worth noting that products cannot be purchased online, so if you’re considering acquiring designer items, plan ahead for an in-person shopping experience.
By the way, the Stark family gradually introduces a dose of their creations to their beloved clients.
They don’t adhere to the goal of releasing a certain number of collections per year, making the brand, unlike any other, even more desirable.
