THE STORY OF “OFF-WHITE”

In 2018, the current major trend in streetwear is the deconstructivist aesthetic. The mass popularity of this style is partially the effort of one man in the streetwear spotlight– Virgil Abloh. His brand is called OFF-WHITE. We here at Push Product want to ask, are they here to stay?

In this video, we take a look at the rise of Virgil Abloh and his creative process. He’s been able to take quantum leaps in growing and marketing his brand by constantly offering new projects to his growing fan base. By understanding the basic foundations of his own influences, Virgil has turned OFF-WHITE into a culturally influential force. With his beginnings as a creative at DONDA, Kanye West’s design agency, Virgil was able to create projects that would become the foundation of his work.

With his opening of RSVP, an art gallery and boutique, Virgil was able to legitimize his abilities in the fine art world. This was the perfect platform for his first fashion experiment, PYREX VISION. Through his work with PYREX, BEEN TRILL, and Kanye West, Virgil created a high fashion line called OFF-WHITE. OFF-WHITE is the embodiment of Virgil Abloh’s creative philosophy– take separate concepts of daily commonplace brands/items, and fuse them together with an artistic and conceptual aesthetic. Because of this philosophy, Virgil has validated himself and his work. As of present day he is appointed as the creative director of Louis Vuitton, and he has a full garment collection under his belt. Virgil can now be officially recognized as an authority in design, fashion, and the arts; all it took was the will to give himself these titles without waiting for outside validation.

That’s what it means to Push Product.

 

For more deconstructivist fashion, take a look at DOUBLET and DANIEL GREGORY NATALE.

 

 

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