White clothing company. History of the Off-White brand

Off-White is not a very popular street brand and its history is quite simple. There is nothing very interesting in it, because he is still young. It was founded by designer Virgil Abloh - the main stylist of Kanye West.

Summary:

Start

Virgil graduated from college with a degree in architecture and after that immediately got a job as creative director of Kanye West. This was in 2002, and he is still in this position.

In his interview, he emphasized that all his life he wanted to create something, it didn’t have to be clothes - anything. Initially, he was engaged in the organization of concert tours, after he switched to the work of a DJ, and only then it all led him to fashion.

His first brand was called Pyrex Vision, but then he changed his name to Off-White. The first thing he did was buy Ralph Lauren polo shirts and print his prints on them. On the Internet, he decided to sell them for $550. When the provenance was revealed, the public was a little outraged, but the collection was quickly sold anyway.

After that, it was decided to fully engage in the creation of their own things, it was at that moment that the brand was renamed.

Development

Since Ablo is a good architect, he decided to make all the lines in his clothes perfectly even. Therefore, a classic corporate print in the form of diagonal stripes was developed. While creating men's clothing, he adheres to the street style, while women's clothing is more of a high style.

Since Abloh is a popular designer, his development was simple, because all fashion connoisseurs knew his name. The first exhibition was organized in Florence, and Kanye West came to it. This, of course, caused great excitement and demand among buyers.

Abloh advised A$AP Rocky on clothes, so as you can see, he is a very famous person. Photographers and various magazines spoke well of the Off-White stuff and the result was not long in coming.

The founder himself claims that the task of the brand is to make people do something now. The thing is, people don't choose now. specific brand, - they choose a lifestyle that suits them, which is already behind some brand. He also notes that all owners of clothes of this brand can be called users of the social network.

Clothing prices

Yes, this is far from a cheap brand, it is much more expensive than brands that are already considered expensive in our country. But, as you understand, not the last person in the fashion world creates these clothes, and therefore the bending of the price tag is justified here.

Here are some examples of things and their cost, let's start small:

Socks - from 4,000 rubles;
Cap - from 7,000 rubles;
T-shirt - from 15,000 rubles;
Shorts - from 18,000 rubles;
Sweatshirt - 20,000 rubles.

Things of this brand are suitable for almost everyone, but not for everyone they are suitable for the price. Therefore, in any case, we recommend this brand to you, as the quality, uniqueness and exclusivity are at the level, but only if you have enough funds to buy it.

Video

Whether you want to follow street fashion or not, it's hard not to know about the Off-White brand these days. The story began with Virgil's unique vision and soon spread throughout the world.

Brand Founder

(read as Of-White) is interesting, but even more interesting is its designer. Founded by American boyfriend Virgil Abloh, since 2013 the Milanese label has opened showrooms in 15 locations around the world and has maintained a stellar clientele. With a master's degree in architecture, who would have thought that Abloh's drastic turn towards designing premium streetwear could bring such success?

Before Abloh started running the brand, he previously worked as a streetwear designer called Pyrex Vision, which many celebrities embraced with open arms. However, as he later ran into controversy regarding reuse and reselling Ralph Lauren flannels at an astronomical price, he abandoned the company. Despite the criticism, he soon returned with new ambitions and the OFF-WHITE story began.

Not only does he own a clothing brand, but the American entrepreneur is also involved in many other ventures, including the #BEEN #TRILL company. He is a DJ and director who presented a music video for rapper Lil Uzi Vert last year. And, most importantly, he is known as the creative director of the company. (Kanye West). Abloh is an important personality in the street and music scene.

But what the artist does with OFF-WHITE is something - he grows a kind of avant-garde and iconic clothing that fuses street culture with premium style, for example, achieving harmony between the two extremes. The brand itself has a telling name - it is defined as a gray area between black and white. Abloh is experimenting with taking the classic silhouette in a new direction that satisfies the younger generation.

Industrial Belt

Whenever we see street projects, Abloh comes to mind. Obviously, the zebra pattern known as the diagonal spray and the nickname "WHITE" are synonymous with the brand. However, speaking of lettering, the 2m yellow and black industrial buckle belt is also very edgy and iconic. It was so long that the company had to release a special video guide on how to wear it correctly.

In recent years, Abloh has begun to write "quote" on everything. He wrote "SHOELACES" on laces, engraved "SCULPTURE" on a bag that he collaborated with the store giant IKEA, and even his website WEBITE. Abloh believes that everything in quotes remains vague, that there is always room for questions. This concept fits very well with the brand's ideology, giving people the space to unleash their own creativity.

Original inscriptions on shoelaces from Ablo

For example, in the brand's latest Mens Pre-Fall 2018 collection, Abloh argues that there is no rule about how to dress. This is a deconstructive attitude and a question to the traditions of the fashion industry.

2018 Off-White Men's Collection

While Abloh is the sole designer behind his brand, he rarely works alone to maintain superior results. Over the years, his partnerships with the likes of Moncler and Moncler have kept the Milanese brand at the center of streetwear. These collaborations truly capture the spirit of the brand, once again paying homage to the classic silhouette with its own Off-White aesthetic. We've seen Abloh's mismatched colors and a capsule collaboration with Made & Crafted. While with The Ten collection, the artist deconstructs ten classic sneakers with drastic changes to their look, including the Air Max 97 and Air Jordan 1.

The 10 collaboration

Off-White's office and production facilities are not located in hometown Virgil - Chicago - and not in New York, but in Milan. For the designer, for whom it was important to introduce street culture into the DNA of his own brand, high-quality Italian fabrics are a priority.

8. Instagram

Virgil Abloh would hardly begin to count how many hours a day he spends time social networks Abloh considers Instagram to be one of his main working tools. In an interview, the designer has repeatedly said that he is even ready to find new employees there - just study their profiles. By the way, dedicated to the preparations for the show of the spring-summer 2018 collection at the 92nd Pitti Uomo exhibition, you can see how Ablo practically does not let go of the phone.

9. Rating

At the end of 2017, Off-White celebrated only four years since its founding, but was already in the top three most popular brands in the Business of Fashion ranking - next to Gucci and Balenciaga. It may seem that the “beginners are lucky” rule worked, but it’s not about luck at all. In a short time, thanks to social media, the support of influencers like Kanye or A$AP Rocky, and a well-defined concept of combining streetwear with haute couture, Off-White became an object of desire around the world, so the brand easily passed many other fashion houses around the corner.

The Off-White story began in 2013 when Virgil Abloh left Kanye West's team to lead own brand. The creator of the brand studied as an architect and engineer - hence the love for straight lines, clear suit geometry or deconstruction of the silhouette. Off-White print - two crossed diagonal arrows. Abloh keenly considered the trends of street fashion and deftly dissected streetwear. He started with the release of shirts and sweatshirts with designer prints. A year later, the line has grown into a successful brand.

Off-White brand DNA is a compromise between haute couture and streetwear

At Pitti Uomo in the collection off-white clothes in a sporty style side by side with trench coats, shirts, loose trousers and jackets in the spirit of haute couture. The models presented have been deconstructed of classic proportions and cut. The collection is designed for the creative class interested in contemporary art: fashion, music and architecture.