Hey it’s a sponsored post on the Business of Fashion website, but just because someone pays to get the word out doesn’t mean the word isn’t true. And it’s not Off-White that’s paying anyway, even though Off-White is the fashion brand that shines in the story. It’s The Lyst hot brands index that shows Off-White on the rise — and The Lyst claims to track “4.5 million data points per hour from over 65 million annual consumers, five million products and 12,000 brands.” Is the list hyped? Sure. But Virgil Abloh’s Off-White is nevertheless one seriously hot brand — and The Lyst puts it at #3 on its trend ranking in Q3, just behind Gucci and Balenciaga.
Those last two fashion houses are notably bigger names, with a longer and richer fashion pedigree. But Off-White, created by sometime Kanye/Jay Z collaborator and creative director Virgil Abloh, is looking to play at the same level. That’s one of the reasons the Illinois-born Abloh headquarters his fashion business in Milan. Off-White is at the forefront of the streetwear-haute-couture-high-low fashion mashup. In that vein, Abloh’s signature collaboration with Nike saw him rework 10 classic kicks from Nike Air Force 1 to the Jordan 1 to the Nike-owned Converse Chuck Taylor. It was called TEN ICONS RECONSTRUCTED — you can check out “The Ten” here. Abloh did the same sort of thing with Levi’s, creating $650 jeans for the iconic denim maker. The Off-White brand name represents this: “Defining the grey area between black and white as the color Off-White™.”
Lyst ve Business of Fashion’ın verilerine göre 3.çeyrekte en iyi marka Balenciaga oldu. OffWhite ise 31 basamak sıçlayarak 3.’lüğe yükseldi? pic.twitter.com/No1srtEyGc
— Çapamag Style (@CapaMagStyle) November 6, 2017