Founded by renowned photographer Glen Luchford, Frame denim founder Josh Levine, artist Fergus Purcell and stylist Fran Burns, Californian brand Cherry World is a one-stop shop for the misfits. For all the Hollywood glitz and Beverly Hills glamour, America’s Golden State is met in equal measure by a thriving undercurrent of subcultures brewing in its makeshift T Bowls and skate parks. Drawing on LA’s skate-smoke spirit of the late 90s and early 00s, the Cherry World team’s design language immortalises the punkish energy of counter-culture in premium denim and apparel.

“I’d be so happy to see Cherry World on a granny, a gardener, anybody. Part of what is so fun about what I do is that my imagery goes out to the world through various vectors and I get to see it in unexpected places, on unexpected people,” says Purcell of the brand’s debut collection, consisting of varsity jackets, tees, jeans and caps exclusively manufactured in Los Angeles. Accompanied by a campaign photographed by Luchford, the imagery embodies that same sentiment as friends of the house wear hoodies with scorpion motifs, outerwear printed with marijuana leaves and classic tie-dye tees.

Speaking on the collection’s release, Levine said: “What has always hyped me most about what we are doing is the way we’re riffing on the subculture and counterculture of our youths – from punk and surf to skating, hardcore and fashion. It’s what we always found interesting and inspiring, which we’re twisting and applying to really well-made high-end gear.”

Shop the collection here.