Virgil Abloh, creative director of Louis Vuitton since 2018, launched his own label, Off-White, in 2012. Originally named “PYREX VISION”, Abloh renamed the label and described it as “the grey area between black and white as the color off-white”. The Milan-based luxury fashion brand is under the parent company of New Guards, and is seen as a cult streetwear name. 

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Creating ready-to-wear for men and women, plus bags, accessories, shoes and homeware capsule collections, Off-White quickly took the world by storm. It has achieved popularity amongst countless big-name celebrities such as Rihanna and Justin Bieber. The Off-White style is a culmination of high fashion and streetwear. 

The signature Off-White diagonal stripes are emblazoned across sweatshirts, t-shirts and hoodies, while industrial labels decorate bags and trainers. Bold logos and branding create a statement on often otherwise minimalist designs. Elsewhere, graphic prints can be found, and pops of colour break up the largely monochromatic colour palette. Ironic words in quotes have become iconic to the brand. Abloh explains this as the ability to create art and challenge the seriousness of things- “You can use typography and wording to completely change the perception of a thing without changing anything about it”

Off-White has been known for its collaborations with numerous brands ranging from IKEA to Converse, all of which are always intensely anticipated. The Nike x Off-White collab, beginning in 2017, saw the creation of “The Ten”, which featured some of the most classic Nike sneaker styles reimagined by Abloh. For example, the Nike x Off-White Air Jordan 1 OG Retro High was exceptionally sought after, and remains so to this day, with every sneaker collector dying to get their hands on a pair. 

Off-White has stores across the world, from Hong-Kong to London to Milan. Their collections can also be purchased through their website, as well as through Farfetch, Flannels and Selfridges online.