Cult LA skate label Cherry World continues to kit out those ripping up the city’s makeshift T Bowls and skate parks. Founded by a heavyweight crew – renowned photographer Glen Luchford, Frame denim founder Josh Levine, artist Fergus Purcell, and stylist Fran Burns – the premium denim and apparel brand is gearing up to drop its latest collection, and it’s a full-throttle ride through California’s sun-kissed subcultures.

Rooted in Americana and West Coast counterculture, this season cites archive World Industries ads, the Red Hot Chili Peppers’ 1987 record, Uplift Mofo Party Plan, The Doors, and Luchford’s own Lollapalooza festival imagery as reference points. These touchpoints mix across airbrushed sweatpants, faded and treated denim, cashmere crewnecks, illustrated loose-fit cardigans, Kung-Fu movie-inspired scorpion-logo windbreakers, branded hoodies, and boxy Hawaiian shirts – pieces made for skating, sweating, and living hard in.

Reflecting on this season’s evolution, Fran Burns shares, “Cherry World is really our world and everything we do is a melting pot of our combined ideas and a constant evolution of that conversation. We share a love of California culture – that’s really the foundation of every season, with the cherry on top of Glens’ images alchemised by Ferg’s imagination.”

That dynamic is brought vividly to life by Glen Luchford’s accompanying campaign, which channels the photographer’s enduring gift for capturing youth culture in all its rawness and rebellion, as models rock out in horror face paint, embodying the spirit of the collection. “Sometimes the most fun is when you don’t have a plan, you just get a great team and have fun on set, which we did here,” Luchford says.

To coincide with the collection launch, 10 Corso Como Gallery will be opening a Glen Luchford retrospective on September 25th. “Corso generously offered me the show and it’s such a beautiful space I couldn’t help but try to fill it,” he continued, “However, just putting twenty or thirty images on the wall seemed a little redundant. I wanted people to see more, so it’s essentially a montage of Polaroids, prints, campaigns, film stills and editorial. I think you get a sense of the chaos in my brain.” Spanning three decades of the photographer’s pioneering work, the exhibition offers an insight into his creative process as well as a behind-the-scenes look into the Cherry World vision. 

The new collection will be available globally online & instore at 10corsocomo-Milan, The Room- Barcelona, Vier -Belgium, Addicted-Seoul, GR8-Tokyo, Royal Flash -Tokyo and Deep Inside -Tokyo from the 26th of September. Check out Cherry World online here.