Off-White™’s new capsule collection, dubbed « For All », offers a unisex set of products that range from $95 for a t-shirt to 170$ for a hoodie.
Rejoice, streetwear-savvy individuals and fashion-oriented millennials: a new Off-White™ affordable capsule collection has just been released. And although all that Virgil Abloh (creative director for the brand) touches turns to gold, and whatever he sells, well, everyone ends up buying in an astonishingly rapid frenzy anyways, this line promises to be a tad different – and perhaps even more successful — compared to the original one. Why? Well firstly, because it is a whole lot cheaper. And not just by a couple of bucks. No, this series of 4 t-shirts and 4 hoodies, which all bear the label’s signature diagonal stripes and quotation marks, boasts price tags almost three times less expensive than what Off-White™ usually has to offer.
Not only that, but this new collection, available now in each of the 11 stores the brand owns worldwide, is only the precursor of many more. Indeed, in a statement issued for Business of Fashion, Abloh declares that he “plans to [launch affordable collections] periodically but with the freedom to decide where and when in each instance”. A strategy based off exclusivity that Abloh has already benefited from tremendously, as it has been recognized as one of the main reasons his high-end streetwear label hasn’t ceased to expand globally, resulting in impressive growth over the past three years (triple-digit growth, to be exact).
This new collection is said to be part of Abloh’s decision to democratize his label further. As the millenial buyer’s influence grows within the fashion business, more and more designers of luxury brands (Raf Simons, Karl Lagerfeld…) are focusing on the generation Z, and redefining their brands to attract the likes of such a clientele. With the help of social media, and Instagram in particular, Off-White™ has established itself as one of the leading players when it comes to powerful online marketing techniques, and proves to have sensational reach within the millenial sphere thanks to its 2,4 million followers on the platform. Will “For All” therefore be a success? All indeed seems to point in that direction. One can only wait and see.