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MILAN, Italy — Off-White has launched a "more affordable" capsule collection. Called "For All," the unisex line — which will be available from today onwards at all 11 Off-White stores around the world, including those in New York, Hong Kong and Sydney — includes four graphic T-shirts ($95) and four hoodies ($170) decked out in the popular streetwear-inflected fashion label's signature black and white diagonal stripes and quotation marks. In comparison, T-shirts for Off-White retail between $300 and $580, with hoodies reaching $800.
"The price tier allows for a new customer to see themselves within the overall concept of the fashion label," says Virgil Abloh, who founded Off-White in 2013 and today serves as the brand's creative director, operating its Milan-based studio. "Off-White can be luxury at a traditional luxury price point, or equally it can be relevant at an affordable price point," adds the designers, who went on to say that limiting yourself to one specific price-point is old-fashioned in this day and age.
Off-White's "For All" capsule collection | Source: Courtesy
Democratising his work has been something Abloh has focussed on over the past two years. In July 2017, the 37-year-old architecture student-turned-polymathic creative collaborated with Warby Parker on an eyewear line; this was followed by a major partnership with Nike the month after. A highly anticipated "affordable" partnership targeted towards Millennials with Swedish furniture giant Ikea is set to follow later this year.
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The designer's resonance with Millennials through social media, combined with his strategy of collaborating with a wide array of brands — both inside and outside of the fashion industry — is paying off. Since its launch, Off-White has generated triple-digit growth year-on-year and shows little sign of slowing down any time soon (the company, which falls under the umbrella of Milan-based production and distribution company The New Guards Group, declined to disclose sales revenue).
Off-White might be creating more affordable collections in the future according to the designer. "I plan to [launch affordable collections] periodically but with the freedom to decide where and when in each instance," says Abloh.
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