French luxury conglomerate LVMH has sold the streetwear brand Off-White, founded by the late visionary designer and Kanye West’s protégé Virgil Abloh, to Bluestar Alliance, a New York-based brand management company. According to The Financial Times, the terms of the deal were not disclosed, but it comes nearly three years after Abloh’s death in 2021. Bluestar Alliance, which owns other notable fashion brands like Scotch & Soda, Elie Tahari, Bebe, and Hurley, is now poised to guide the future of Off-White.
LVMH expressed pride in Off-White’s legacy under Abloh’s leadership, with the Paris-listed group’s statement emphasizing that Bluestar is “the perfect partner to carry that legacy forward.” The group, controlled by billionaire Bernard Arnault, had taken control of Off-White in 2021, just months before Abloh’s passing, with plans for his expanded role across the luxury giant.
Bluestar CEO Joey Gabbay remarked that the acquisition would continue the “cultural and creative momentum that Virgil ignited,” underscoring the significance of the streetwear brand in shaping modern luxury fashion.
However, the sale marks a turning point for Off-White, which has faced challenges in maintaining its founder’s vision and adapting to shifting market trends. LVMH had initially brought Abloh on board in 2018 to design menswear for Louis Vuitton, a role that surprised many but proved successful as younger consumers gravitated toward his unique blend of streetwear and formal aesthetics.
Despite this early success, the brand’s attempt to reposition itself more upmarket faltered in recent years, compounded by a slowdown in demand for streetwear and the global luxury market. Additionally, Off-White’s operating complexities, including a licensing deal with New Guards Group, owned by Farfetch, added to its struggles. The licensing agreement, however, will be up for renegotiation next year, presenting new opportunities for the brand’s direction.
In a bid to revive its fortunes, Off-White debuted at New York Fashion Week earlier this month and recently partnered with the WNBA team New York Liberty, aligning with luxury fashion’s growing interest in women’s sports.
As Bluestar Alliance takes over, the future of Off-White will likely be shaped by the enduring influence of Abloh’s creative legacy and the strategic direction set by the new ownership.
