The founders of the Los Angeles-based brand, Chrome Hearts, business strategy can be summed up as making what they want to make when they want to make it. Today, they receive the CFDA award for Lifetime Achievement.
Three years ago, when Richard and Laurie Lynn Stark, the owners of Chrome Hearts, were vacationing on the Caribbean island of St. Barts, their 16-year-old son Kristian announced: “We should have a store here. I think it would do really well.”It’s not normal for parents to send a 16-year-old on a store-opening mission, but there is, unapologetically, nothing normal about the way Chrome Hearts operates.
, where a pair of chequered leather jeans custom-made for the rapper Offset is currently listed for $81,000. A leather tie is listed for $1,750, reflecting the broad range of prices the label garners for its highly customised products.The Starks’ business strategy can be summed up as making what they want to make when they want to make it.
“Hardcore investment banker types — they couldn’t deal with me. No way,” he says. “[Chrome Hearts is] kind of heart-driven. It’s not money-driven.” He adds: “I’m not going to make bathroom slippers for hotels in Asia just because I could make a fucking fortune.”
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