According to fashion platform Lyst, Off-White is now the hottest brand in the world. The label has taken the popularity of “hype” streetwear to new heights, with T-shirts such as the one pictured above selling out despite retailing at $11,400. Off-White’s success can perhaps be explained by how it has packaged its guiding design principles, ironic quotation marks (e.g. “shirt) and diagonal stripes, into a distinct artistic identity that transcends fashion. Founder Virgil Abloh has established a presence at the intersection of art, commerce, and popular culture: Off-White’s style can be found in everything from the backdrops of music performances to art exhibitions at the Gagosian Gallery. Whether or not there is any substantial artistic meaning behind its designs is a controversial matter, but it is undeniable that they are desirable to many.
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