ABOUT GEREN FORD
Geren Lockhart is the Founder and Creative Director of Geren Ford. Lockhart created the brand in 2002 to fill a specific void in the market, identified from a perspective inspired by her travels. The art, film, music and architecture found in the diverse and fantastic cities of the world shape her vision. By translating these influences into unique, alluring and functional garments, Lockhart’s creations seamlessly embody every woman’s wardrobe with a sense of worldly chic.
Raised by artist parents, Geren Lockhart embraced a childhood split between New York’s infamous SoHo district and California’s Bay Area. Growing up amidst the spirited, bohemian art scene of the 1970’s and 80’s, Lockhart embarked upon an intriguing adventure of cultural discovery that still drives every aspect of her life today, influencing her collections.
The first decade of Lockhart’s professional career was spent as a Los Angeles based advertising production executive, working for world-class firms such as Chiatday. She quickly found herself flung to the remotest corners of the world, expected to not only survive, but also deliver. During this time, Lockhart designed her (now famed) first pair of pants. This initial creative success drove Geren to walk away from advertising in 2002, after studying fashion design at Parsons, and subsequently launch the brand.
By 2007, the initial vision to fill a specific void had developed into a mission to bring genuinely innovative, yet highly accessible, designer-inspired product to the contemporary women’s market. With the ongoing inspiration of the boho jet-set urban cultures, the Geren Ford brand consistently creates an aesthetic of classic modernism: equally at home in 1960’s Paris or 2009’s New York, with day-to-evening practicality for the discerning modern woman. Geren Lockhart possesses a dedicated passion for the masters of art and design - a passion that has helped create silhouettes with uniquely minimalist elegance and a deceptive simplicity. The designer-level attention to hidden detail and craft, softly diffusing the avant-garde elements, results in a highly wearable collection with maximum commercial potential. In a few short years, the Geren Ford business has created a new interpretation of understated luxury. By fusing premium fabrication, flattering silhouettes, and a philosophy of subtle yet sophisticated design, Geren Ford now enjoys a passionate following among fashion editors and customers alike.
In 2008, Geren Ford was selected by Saks 5th Avenue as part of their new contemporary department showcase of the 10 most exciting US brands. The collection, stocked at 250 stores worldwide, is available in the U.S. at Barney’s, Nordstrom, Bloomingdales and specialty boutiques. Internationally, Geren Ford can be found at Harvey Nichols, Vakko, and other prestigious retailers.
In partnership with Urban Outfitters, Geren launched “Hawks” by Geren Ford in 2008, an ongoing diffusion line collaboration bringing the Geren Ford lifestyle to a younger, more price-sensitive follower.