Foreword
Off-White was one of the brands that pioneered the fashion wave of the 2010s, blurring the lines between luxury fashion and streetwear and, in doing so, changing the face of fashion design. Its classic designs such as Industrial belts, deconstructed sneakers and various accessories with ironic slogans continue to bring unique and dynamic design and creative inspiration to contemporary fashion trends.
Founding story
Virgil Abloh, the founder of Off-White, his founding of Off-White is also an interesting story.
Virgil Abloh was originally a top student majoring in architecture. Because of his hobby, he and his friends built a forum, where they often chatted about "design" and "fashion" with others, and thus embarked on the path of fashion.
In 2002, Virgil Abloh became the creative consultant of Kanye's "Donda" team.
In 2009, he opened a fashion brand buyer store in Chicago. Not long after the store opened, he launched his first original fashion brand, Pyrex Vision.
In 2003, he was dissatisfied with the current situation and discontinued Pyrex Vision, and then Off-White was born. Off-White means starting from scratch (off to), which means starting over from pure white. It also means "mixing street beauty and high fashion", the gray area that is neither black nor white.
Brand Concept
Virgil Abloh's original idea when he founded Off-White was: "Street does not mean cheap." He hopes to break the barriers between traditional fashion and street culture through Off-White and bring more freshness and creative expression to people.
From the popular slash element in the early stage to the simple and straightforward illustration design in the later stage, Virgil Abloh not only completed the transformation from "street" to "fashion", but also closely grasped the consumer psychology of the current crowd: in the millennial generation, consumption is In the era of main force, people need to break the conventional design and concept to highlight their own personalized characteristics. Off-White undoubtedly caters to the call of the times for individualized youth to some extent, which is also the main reason for its popularity.
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