LVMH Sells Off White to “Mall Brand” Management Firm Bluestar Alliance

LVMH has announced that it has sold Off White, the genre-defining luxe-streetwear brand founded by Virgil Abloh in 2012.

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Introduced as the next evolution of Abloh’s former label Pyrex Vision, Off White‘s success throughout the 2010s played a key factor in the designer’s milestone appointment as Creative Director of Louis Vuitton in 2018 and continued to flourish under Virgil’s leadership until the designer’s untimely passing in 2021 - the same year LVMH acquired a controlling stake in Off White.

Some say that Off White died with Virgil and following the brand’s almost shocking fall-off in sales and cultural relevancy in recent years, the future of Off White seemed uncertain, to say the least.

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That is until Monday, October 1st (coincidentally the same day as Virgil Abloh’s birthday), when LVMH announced it would sell the business to Bluestar Alliance, a brand management company with names like Scotch & Soda and and the formerly Nike-owned surf label Hurley under its belt.

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Alongside the aforementioned entities is a host of other, fairly perceived “mall” or “end of season sale” brands under the Bluestar Alliance banner, raising further doubts about the future integrity of Off White as a once-regarded major player in contemporary fashion.

Speaking on the announcement, CEO of Bluestar Alliance Joey Gabbay said:

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“Acquiring Off-White represents a unique opportunity for Bluestar Alliance to honor and build upon the enduring legacy of Virgil Abloh… (his) ability to fuse street culture with high fashion has laid a powerful foundation that aligns with our vision of fostering innovation while embracing diversity.”

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“The acquisition of Off-White, and the opportunity to provide strategic investment and build upon our global network of resources will allow for the continuation of the cultural and creative momentum that Virgil ignited, one that Bluestar Alliance is committed to carrying forward."

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The sale was completed for an undisclosed amount.