By Artra
The chosen design organization is based within the fashion design industry called Off White. Off White is a brand created by Virgil Abloh, focusing on street culture and crediting those who are directly impacted on the street[1]. Fascinated by streetwear and the high-end luxury brands, Abloh decided to combine the two together, creating a unique design. By these means, he ended up merging the two opposite worlds together with a main focus on creating an art movement in clothing, beyond trendy streetwear.
As the stylist of Kanye West, Abloh was influenced by the way the rapper made himself the centre of the brand. In a similar way, Abloh made the Off-White brand focused around himself. He did this in order to create a brand associated to a person which could be more approachable, leading the visioned art movement. By these means, he was able to directly link people to the style such as basketball player Michael Jordan. The brand was not a company / entity, but a living creation lead by the young designer.
One, traditionally, would not have associated luxury goods with everyday streetwear. Many alternative fashion brands had already approached streetwear as their main focus, such as supreme and Obey. However, their focus had been on branding and creating a hype rather than focusing on the luxury aspect of the clothing sold. Nowadays, Off White finds competitors such as Heron Preston approaching streetwear in a high class and luxury manner. These copy cats have seen the value of the combining streetwear with luxury and quality. These brands are able to appeal to a niche market (particularly famous people) and make them more associable with day to day clothing. They make statements with their clothing, while remaining fashionable and comfortable.
[1] Spurlock, Javier. Why Off-White Is More Than Just a Fashion Brand. https://www.grailed.com/drycleanonly/off-white-more-than-fashion
Making sense of art and design industries 