Who hasn’t heard about Off White? It’s the most popular brand in the world according to the Lyst index. Its creator, Virgil Abloh, was even appointed the artistic director of Louis Vuitton in 2018. Basically, this streetwear brand has taken over the high fashion world.
And this is because streetwear has become more and more popular in the last decades among consumers and fashion enthusiasts. Currently, Off White has 24 independent stores and is carried by major stores worldwide. It’s not only the younger generation that is hyped up about Off White.
As the creator himself put it, he is inspired by the youth, but his brand is not made directly for the youth, it’s just who he is. And so just by being himself, he managed to create a brand with a distinctive style with worldwide appeal and immense success.
The evolution of Off White
The question is who is this humble, creative and talented man and how did his brand become as popular as it is now. Virgil Abloh is a 39-year-old with no formal fashion training. He was trained as an architect at the Illinois Institute of Technology. He was always interested in art and stated his appreciation for a Renaissance as well as The Bauhaus aesthetic.
In 2012, Abloh opened a boutique called Pyrex Vision, which proved to be a rather controversial project. The next year, he founded Off White in Milan. The first major breakthrough for Off white was in 2014 when the first Off-White womenswear line debuted at Paris Fashion Week and was selected as a finalist for the coveted LVMH Prize. In 2017, Off White partnered with Nike.
It managed to take everybody by storm with items such as jordan off white sneakers. In 2018, he pulled off dozens of collaborations with celebrities, brands and stores. That year he was also named the artistic director of Louis Vuitton’s menswear. From 2018 on, the brand’s popularity only grew and it seems that it won’t fade too soon.
Why is it so popular?
We already know that it’s the hottest brand right now, but the question is why? What makes it so different from other popular brands, so relevant and appealing to fashion enthusiasts?
First of all, it speaks to a new generation.
As Abloh himself said, he doesn’t like fashion cycles, he is interested in creating things that are relevant and appealing in the present. Basically, he strives to create things that speak to his contemporaries. Take for example this OFF-WHITE GLOBAL WARMING T-SHIRT. He takes an important issue and makes a fashion statement out of it.
It is also extremely popular thanks to its successful collaborations. Supreme, Nike, VLONE, Vans are only a few of those. Also, celebrities such as Rihanna, Beyonce, Drake and ASAP Rocky are ambassadors for his style, which is a huge popularity bonus point.
It is amazing and impressive how this streetwear brand has managed to take over the fashion world in just a few years. Its popularity is undeniable and ever-growing and there is still much more to expect from this eclectic and unique brand. If you’re a fan, then you’re surely in for a ride, because their style is ever-evolving while its vibe remains the same.
