Moore From L.A.: How Chrome Hearts Is Wooing the Next Generation

Arnaults, Pinaults…make way for the Starks. The family at the helm of Chrome Hearts could be the next luxury fashion dynasty, only Made in L.A. with a rebel edge. Founder Richard Stark and his wife Laurie Lynn Stark started Chrome Hearts three decades ago from scratch, building it from biker leathers to fleur-de-lis silver jewelry to luxury lifestyle purveyor of handcrafted $165 Gothic lettered logo T-shirts; $1,750 cross-shaped leather patched vintage denim; $1,490 sterling silver truffle shavers; $169,000 ebony dining tables; custom car interiors, and more for the f–k-you money set — Elton John, Cher, Kanye, Rihanna, Guns N’ Roses and Ozzy Osbourne among them. But it’s the Stark children — Jesse Jo, 28, a rock ‘n’ roll singer and the company vice president, and still-in-school 16-year-old twins Frankie Belle and Kristian — who are bringing the next generation into stores through collaborations with pals like Bella Hadid, their entrepreneurial spirit and social media clout. “We see it in the reports based on what they buy, what their friends buy, what they show on Instagram, that they have all this power all of a sudden,” says Laurie Lynn. “Business is growing tremendously. We can’t believe they are saying retail is dead and people aren’t

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