The brand is known as a luxury item in the street. Since its establishment more than 3 years ago, the brand ’s official Instagram has attracted 884,000 followers, and its attention surpasses Hood By Air, which was founded in 2006. The founder ’s personal account also received 661,000 Following the fan, sales have achieved a three-digit year-on-year increase since its inception, and it has become a brand often worn by celebrities such as Justin Bieber, Kanye West, and Rihanna in private. It's Off-white. To understand the brand, first meet creative director Virgil Abloh as the key person behind the brand. The 37-year-old founder and creative director Virgil Abloh was born in Rockford, an industrial city in northern Illinois, USA, and studied at the University of Wisconsin. I majored in civil engineering, and my major can be said to have nothing to do with fashion. Until later I studied at the Illinois Institute of Technology and became interested in fashion. He liked to skateboard, design, and also worked as a DJ. In 2000, Virgil Abloh and Kanye West collaborated on the development of the first street product series "Pastelle", which at that time was only sold in a few shops such as the Paris boutique Colette.
In 2002, Virgil Abloh, 22, joined Kanye West's creative team, DONDA, and spent 14 years in the post. Although Abloh did not disclose how he and Kanye West knew each other, the job undoubtedly made him famous. In 2009, Virgil Abloh and Kanye West interned at Fendi's Rome headquarters. Soon he founded his first brand, Pyrex Vision. The brand initially sold custom screen-printed Champion T-shirts and Ralph Lauren flannel antiques. Due to the blessings of Ken Ye and A $ AP Rocky, the brand changed from one From the beginning, it attracted retailers such as Colette, Union and Storm, and quickly attracted the attention of a large number of fans.
In 2013, the development of Pyrex Vision was stopped. For the closure of Pyrex, Abloh explained that "Pyrex is not a clothing brand. It does not have a clear positioning and beauty. This is why I closed it, but for me It laid the foundation for what I will do later. "In September of the same year, Abloh founded a new brand Off-white. Compared with the former, Off-white is more inclined to consumer demand, combining luxury fabrics, workmanship and positioning. Abloh once said in an interview that "Off-White was going to be high-end or street, and even there was no choice in price positioning. It was between black and white, and I wouldn't decide these myself, it all involved consumers." In an interview with The Cut, "I turn things that people think of art into street trends. I like to look for elements that have not been used in industrial design. What have we never seen? What can be provided to the fashion or design community? "Obviously, Virgil Abloh was born for the market and has a unique understanding of design.
In 2014, Off-white debuted at the Paris Spring Summer Fashion Week and was shortlisted for the LVMH Young Designers Award in 2015. Regarding the brand's LOGOOff-white diagonal stripe LOGO inspired by street zebra crossings, Abloh boldly used things that everyone has seen but no one has used.
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