Geren Ford is a lifestyle brand that has delivered its adventurous, accessible, intelligent, sexy, and experiential ethos through women’s clothing and accessories since 2002.
Inspired by her travels, and the art, film, music, and architecture found in the diverse and fantastic cities of the world, CEO, Creative Director, and Founder Geren Lockhart creates alluring and functional garments that add a worldly sense of chic to an everyday wardrobe.
Originally intended to fill a void in the womenswear market by taking the tenets of Ready-To-Wear and applying them to loungewear, the line quickly transcended the category bringing genuinely innovative, yet highly accessible, designer-inspired product to the contemporary women’s space. With the ongoing inspiration of the boho jet-set urban cultures, the Geren Ford brand consistently creates an aesthetic of classic modernism with day-to-evening practicality for the discerning modern woman.
In a few short years, Geren Ford has delivered a new interpretation of understated luxury to customers and fashion editors alike. Designed with a passion for the masters of art and design, the silhouettes embody uniquely minimalist elegance and a deceptive simplicity. A fusion of premium fabrication, attention to hidden detail and craft, and a philosophy of subtle yet sophisticated design has allowed the signature line to continue to evolve, eventually creating the need for GF by Geren, a complementary line of wardrobe staples, introduced in Spring 2010.
Since its inception, the line has had a presence in over 300 doors worldwide including Barneys New York, Nordstrom, Harvey Nichols, Vakko, Bergdorf Goodman, and Neiman Marcus. In 2008, Geren Ford was selected by Saks Fifth Avenue to be one of the first ten brands featured in Workshop, their advanced contemporary retail concept. Also in 2008, Hawks by geren ford, a diffusion line aimed at bringing the lifestyle to a younger follower, made its debut at Urban Outfitters nationwide marking the start of an expansive four-year collaboration as well as the retailer’s now longstanding designer initiative.
The Annex, the first branded retail outpost for Geren Ford opened in Fall 2011 inside the company’s new Los Angeles headquarters. It is the only space where the public can experience and shop the entire collection merchandised as intended by Lockhart alongside curated product from like-minded purveyors, creatives, and resources around the globe. Coinciding with this great marker in the brand’s history, GerenFord.com was reimagined and relaunched as an actively editorialized commerce site where the inspiring world of Geren Ford is always open.
Raised by artist parents, Geren Lockhart embraced a childhood split between New York’s infamous Soho district and Northern 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.
The first two decades of Lockhart’s professional career were spent as an advertising production executive and stylist working for world-class firms such as Chiat/Day and Partizan. She quickly found herself flung to the remotest corners of the world, expected to not only thrive, but also deliver for clients including American Express, Apple, Coca-Cola, Nike, Levi’s, and Vanity Fair. While working as an ad executive in Manhattan, she rounded out her already busy schedule with a fashion design program at Parsons School of Design. This came in handy when in 2000 she realized she had nothing to wear while running errands or grabbing coffee at the deli that was at once kempt and comfortable. The pants she created to fill this need would eventually be known as the pants that started it all as the initial creative success drove her to found Geren Ford and embrace the entrepreneurial mindset.
Synthesizing inspiration found on her travels and culled from the diverse worlds of art, film, music, and architecture into a lifestyle brand, Lockhart filled a void in the loungewear market that was instantly embraced by contemporary customers and fashion editors alike. Geren Ford has beenhonored with multiple awards from GenArt and conceptualized and executed multiple seasons’ presentations at New York Fashion Week. Her worldly sense of chic and solution-oriented approach to design materialized into must-have pieces that women eagerly incorporated into their lives then as they do today.
Sought out for her keen eye, business savvy, and unwavering engagement, Lockhart has become a distinct voice in the fashion, luxury, business, communication, and media landscapes. As an expert, she has been tapped to speak on numerous panels for companies and institutes of higher education such as Harvard Business School. As a guest curator, she partnered with non-profit Yoxi.tv on a challenge that would inspire their expansion into the fashion category. As a creative director, Lockhart is overseeing the staff aesthetic for V 3 Hotel Group’s first property Hotel 718. She also teamed up with London-based textile designer Nancy Parker to create the print-driven contemporary women’s brand Currer Bell, launching in Fall 2012. In addition to being the subject of dozens of features in glossy national and international publications and websites, her lifestyle and travel writing has appeared on Fashionista, Hotel Chatter, and Fathom.
In the Fall of 2011, Lockhart opened The Annex, a lifestyle concept outpost situated inside the Geren Ford Los Angeles headquarters. It is the first time there is a public access to the true DNA of the brand through its own products, complimentary brands, and curated goods sourced throughout the world. In addition to this brick-and-mortar, the collection is online at newly reimagined GerenFord.com.
When not traversing the globe in search of experiences and greater understanding of the people, places, and works of art that have inspired the culturally rich life she lives, Lockhart can be found in Nichols Canyon with her dog Quinn and a lot of clothes and shoes.