LVMH has sold Off-White LLC to Bluestar Alliance, three years after acquiring the luxury streetwear brand from its founder, Virgil Abloh, in 2021. The announcement was made on September 30, coinciding with what would have been Abloh’s 44th birthday. While the sale was anticipated, it raised questions about the future direction of the brand. The terms of the deal were not disclosed by either company.
In a press release, LVMH expressed pride in the legacy that Off-White established under Virgil Abloh’s visionary leadership. The company stated, “Bluestar Alliance is the perfect partner to carry that legacy forward… and we are confident that, under their stewardship, Off-White will continue to innovate while respecting the spirit and values of the brand.”
Off-White: A Persisting Legacy
Virgil Abloh founded Off-White in 2012, and LVMH acquired a 60 percent stake in the brand, with Abloh retaining 40 percent as the creative director. However, just months after the acquisition, Abloh passed away in November of that year, leaving the brand’s future in doubt. To honor his artistic legacy, Ibrahim Kamara stepped in as the creative lead, but he struggled to resonate with Off-White’s core customers. This disconnect led to a decline in sales, ultimately alienating key wholesale partners and collaborators, 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 made a significant move by staging its first-ever presentation at New York Fashion Week, marking Ibrahim Kamara’s debut as the official creative director. Now, the responsibility falls to Bluestar Alliance to steer the brand in the right direction.
“Acquiring Off-White represents a unique opportunity for Bluestar Alliance to honor and build upon the enduring legacy of Virgil Abloh,” said Bluestar Alliance CEO Joey Gabbay in the release. “His visionary approach to fashion resonates deeply with our core values. Abloh’s ability to fuse street culture with high fashion has laid a powerful foundation that aligns with our vision of fostering innovation while embracing diversity. This acquisition, along with our strategic investments and global resources, will allow us to continue the cultural and creative momentum that Virgil ignited.”
As a brand management company, Bluestar Alliance is known for acquiring distressed labels and licensing their names. The New York-based firm manages a diverse portfolio, including brands like Catherine Malandrino, Scotch & Soda, Hurley, Nanette Lepore, and Limited Too. It’s unclear if Bluestar Alliance will follow Abloh’s original vision for Off-White or reposition it further downmarket.
Featured image: @off____white/Instagram
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