LVMH has sold Off-White LLC to Bluestar Alliance, three years after acquiring the founder’s luxury streetwear brand, Virgil Ablohin 2021. The announcement was made on September 30, coinciding with what would have been Abloh’s 44th birthday. While the sale was expected, it raised questions about the future direction of the brand. Terms of the deal were not disclosed by either company.
In a press release, LVMH expressed pride in the legacy Off-White has built under the visionary leadership of Virgil Abloh. The company stated, “Bluestar Alliance is the perfect partner to continue that legacy… and we are confident that, under their leadership, Off-White will continue to innovate while respecting the spirit and values of the brand.”
Off-white: A lasting legacy
Virgil Abloh founded Off-White in 2012 and LVMH acquired a 60 percent stake in the brand, while Abloh retained 40 percent as creative director. However, just months after the takeover, Abloh passed away in November of that year, leaving the brand’s future in doubt. To honor his artistic legacy, Ibrahim Kamara acted as creative leader, but he struggled to resonate with Off-White’s core customers. This disconnect led to a decline in sales, ultimately alienating key wholesale and collaborative partners, including Nike.
Bluestar Alliance takes the reins
In recent months, Off-White has been working to regain its footing and reconnect with the vision of its late founder. Last month, the streetwear brand took a major step by holding its first-ever presentation at New York Fashion Week, marking Ibrahim Kamara’s debut as official creative director. Now the responsibility lies with Bluestar Alliance to steer the brand in the right direction.
“The acquisition of Off-White represents a unique opportunity for Bluestar Alliance to honor and build on the enduring legacy of Virgil Abloh,” said the CEO of Bluestar Alliance Joey Gabbay at the time of publication. “His visionary approach to fashion resonates deeply with our core values. Abloh’s ability to combine street culture with high fashion has created a powerful foundation that aligns with our vision to foster innovation while embracing diversity. This acquisition, together with our strategic investments and global resources, will allow us to continue the cultural and creative momentum that Virgil has ignited.”
As a brand management company, Bluestar Alliance is known for acquiring distressed labels and licensing their names. The New York-based company manages a diverse portfolio, including brands such as Catherine Malandrino, Scotch & Soda, Hurley, Nanette Lepore and Limited Too. It’s unclear whether Bluestar Alliance will follow Abloh’s original vision for Off-White or position it further down the market.
Featured image: @off____white/Instagram
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