Loved and in super hype all over the world, Off-White is the brand that has upset the contemporary fashion universe, elevating streetwear to high fashion and creating an indispensable combination for catwalks and some of the most appreciated looks. Founded by Virgil Abloh, the brand from its first collection is on everyone’s lips for its eclectic, linear and never too flashy style but marked by the continuous search for new designs and cutting-edge textures.
Having become famous first for its successful collaborations, the one with Nike unforgettable, and later for the apparel collections, Off-White finally lands in the Milanese fashion district, opening the first single-brand store in via Pietro Verri. Off-White is the first store in the Lombard capital, moreover, of the appetizing New Guards Group, owners of equally famous brands such as Palm Angels, Opening Ceremony, the newcomer Ambush, Marcelo Burlon County of Milan and many others. However, it is not the first time for Off-White in Milan, the brand already owns a dedicated corner in the historic multi-brand store Rinascente and has been present for some years in the wholesale distribution.
The brand will decide, in perfect coherence with its traits, to act in an unconventional way and not to reveal the S / S 2021collection in September as the others will do, but in January by delivering the garments to the stores starting from the following month. The CEO Andrea Grilli, the historian salesman of the group, quoting the words of designer Abloh, in fact, declared that he wanted to embark on a path towards experimental fashion, challenging the status quo and demonstrating the great power of the creative industry. Even after the emergency linked to the Coronavirus, in fact, Off-White’s will is to keep physical stores, as demonstrated by the newborn Milanese store, by increasing direct-to-consumer channels. this means that Off-White, as presumably the other brands of the group, will produce in their own structures by distributing within their own channels, be they physical or digital.