Off-White
Bluestar Alliance · Italy
Off-White is a Milan-based luxury streetwear label founded by American designer Virgil Abloh, who launched it as Off-White in 2013. LVMH sold its controlling stake to US brand management company Bluestar Alliance in 2024. The brand helped define the merger of streetwear and luxury in the 2010s.
| Founded | 2013 (as PYREX VISION in 2012) |
|---|---|
| Founder | Virgil Abloh |
| Owner | Bluestar Alliance (since 2024) |
| Previous owners | New Guards Group, Farfetch, LVMH |
| Headquarters | Milan, Italy |
| Stores | 59 locations (2024) |
| Website | off---white.com |
What is Off-White?
Off-White is a fashion label combining streetwear codes with luxury pricing and runway presentation. Known for diagonal stripes, industrial belts and graphic text in quotation marks, it produces clothing, shoes, bags and accessories. Since 2024 it has been owned by Bluestar Alliance, a New York-based brand owner that manages a large portfolio of licensed brands.
History
Virgil Abloh started the project as PYREX VISION in 2012 and renamed it Off-White in 2013, with operations in Milan. The brand became known for high-profile collaborations, including Levi's in 2016, Nike's "The Ten" sneaker project in 2017, and IKEA furniture and Rimowa luggage in 2018.
Farfetch acquired Off-White's operating company, New Guards Group, in 2019. In 2021 LVMH announced it would take a 60% stake in the brand, while Abloh was also men's artistic director of Louis Vuitton. Abloh died in November 2021. In 2022 stylist Ib Kamara was appointed art and image director. LVMH sold Off-White to Bluestar Alliance in 2024, and in February 2025 Bluestar also bought Palm Angels from New Guards Group.
Products and positioning
Off-White sits at the intersection of streetwear and luxury. Its range covers:
- Men's and women's ready-to-wear
- Sneakers and footwear
- Bags and accessories
- Collaboration products across furniture, luggage, eyewear and toys
Business model and distribution
The brand sells through its own stores, with 59 locations reported in 2024, alongside e-commerce and wholesale. Under Bluestar, a company built on brand licensing, partnerships and licences are expected to play a larger role, while the label has continued to show at Paris Fashion Week and staged its first New York Fashion Week collection in 2024.
Why it matters
Off-White was one of the defining brands of the luxury streetwear boom and a key part of Virgil Abloh's legacy. Its move from LVMH to a licensing-led owner reflects how investors are repositioning designer streetwear brands after their peak.
Frequently asked questions
Who owns Off-White?
Off-White is owned by Bluestar Alliance, a US brand management company, which bought it from LVMH in 2024. LVMH had taken a 60% stake in 2021.
Who founded Off-White?
Off-White was founded by American designer Virgil Abloh, who started the project as PYREX VISION in 2012 and renamed it in 2013. Abloh died in November 2021.