Whether you want to follow street fashion or not, it is hard not to know about the Off-White brand right now. The story began with Virgil’s unique vision that soon spread throughout the World.
The brand Off-White is amusing, but its designer is even more fascinating. Founded by Virgil Abloh, the Milan-based label has opened showrooms in 15 locations around the world since 2013 and retained a stellar lineup of customers. After the master’s degree in Architecture, who would have thought Abloh’s sharp turn towards designing premium streetwear could be so successful?
Initially, Abloh called his company PYREX VISION and tried to do homemade collaborations with things from brands like Champion and Ralph Lauren, but faced backlash – he put his prints on the classic polo and sold it for $ 550 instead of $ 69. Then he creates a brand called Off-White and continues to add geometric prints, but this time to his clothes. Abloh creates iconic clothing that combines street culture with premium style.
Virgil Abloh believes that dividing his work into separate disciplines is fundamentally wrong. Off-White, which creates fashionable apparel and accessories, is not about Fashion, but architecture, the designer says. After completing his Masters in Architecture at the Illinois Institute of Technology, Virgil Abloh decided to found his brand rather than pursue the traditional career as an architect.
“I don’t believe in the difference between disciplines,” he said. “We can use architectural thinking and do many things that go beyond architecture. I created a brand to do architectural research. “
Virgil Abloh is developing the concept of the house of the future, the designer has already launched a free course on creating and promoting a brand, and also presented the first Off-White interior collection.
Each Off-White store has its design. For example, one of the stores in Hong Kong was designed by Virgil Abloh himself. It is a bunk space with concrete floors and walls. The design of a store in Toronto is inspired by the desert, with real sand inside.
Abloh often uses quotation marks in his clothing designs to convey alienation from society and social norms. At various times, the brand produced a black dress with the words “Black Dress”, laces with the words “Laces” and a scarf with “Scarf”.
In 2017, Virgil created a collection specifically for the Moscow concept store KM20. The collection was named Temporary and promised to be updated periodically. You can buy these things only in Russia.
In December 2019, Off-White released a joint collection with the Louvre. It includes hoodies and T-shirts with prints from paintings by Leonardo da Vinci. Clothing prices ranged from $ 355 to $ 640.
Off-White is recognized as the most popular clothing brand in the world. This is evidenced by the results of a study by the Lyst platform, which specializes in the analysis of consumer behavior in the fashion industry.
In the fourth quarter of 2019, first place was taken by Off-White, which was the leader in the previous, third quarter.
According to experts, this was facilitated, in particular, by the change in the company’s logo, the emergence of a new boutique in Miami, as well as the wedding of musician Justin Bieber and model Hailey Baldwin, who wore an Off-White dress.
What to expect from Off-White in the near future? Well, we just have to wait and see but we definitely have to expect Virgil Abloh to rock the World once again!