Why Off-White is the most popular brand in the world

Virgil Abloh’s streetwear brand Off-White has been named the most popular fashion brand in the world.

Off-White climbed up 33 spots, beating Gucci and Balenciaga, with Gucci and Balenciaga taking second and third spots respectively. Nike rose 5 spots to be #4 and Prada was #5.

Off-White’s rise was due to its collaboration with Nike and IKEA which also made Virgil Abloh  (founder) become the artistic director for Louis Vuitton. Nike’s success was attributed to their partnership with Off-White to dress Serena Williams and its new Just Do It campaign with Colin Kaepernick.

The list was compiled by Lyst Index, a quarterly fashion index that ranks fashion brands.



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