Born from the minds of renowned photographer Glen Luchford, Frame denim founder Josh Levine, artist Fergus Purcell and stylist Fran Burns, 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 bubbling 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.

Dropping a debut collection of varsity jackets, tees, jeans and caps manufactured in Los Angeles, “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. Accompanied by a campaign photographed by Luchford, the imagery embodies that same sentiment as friends of the house don hoodies complete with scorpion motifs, outerwear printed with marijuana leaves and 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.