Whilst at this years Pitti Uomo festival in Florence, Italy, OFF-WHITE founder Virgil Abloh spoke to Sportswear International. During the chat Abloh pointed out how he is perceived as an outside in the fashion industry.
“For me, Off-White is a creative studio, a recording system of time and culture, politics and art,” Virgil insisted when discussing his ever-popular label. “I didn’t understand the fashion industry when I was younger, so I wanted to start a brand that is more democratic than other high fashion labels and only made for the young consumer.”
He then continued onto say: “With Off-White, I want to reach the generation of the millennials. They have different needs and different cultural codes: They wear a T-shirt or a hoodie like a formal shirt or jacket. So my approach is marked by a conceptual and deconstructive attitude, questioning the conventions of the industry and refusing to take the traditions of tailoring and construction for granted.”
As talk shifted to Abloh’s first show in Paris and being labeled an outsider, the American designer revealed, “I wanted to implement my subculture in high fashion. This idea gave me the motivation to make the concept for Off-White. And to be honest: Three years ago, no one could tell, if street fashion would last or not.”
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