On September 30, LVMH announced the sale of Off-White to Bluestar Alliance LLC, a New York-based brand management company. The terms of the deal have not been disclosed at this time.
LVMH acquired a 60% stake in Off-White LLC in 2021, and the brand currently has a licensing agreement with New Guards Group that can be renegotiated or terminated in 2026.
Off-White is an international luxury streetwear brand founded by Virgil Abloh in 2012. Defined as a brand that captures the gray area between black and white, it has expanded its offerings to include men’s and women’s collections, as well as objects, furniture, and publications.
However, since Abloh’s absence, the brand’s sales have declined. Additionally, the recent cooling of the street fashion market has further exacerbated the situation. LVMH has undertaken various initiatives to rebuild the brand, including appointing Ib Kamara as the new creative director and participating in the New York Fashion Week for the first time in September, where they held a runway show.
Regarding the acquisition, Bluestar Alliance CEO Joey Gabbay stated, “Virgil was a creative pioneer who had a profound impact on the global fashion industry and creative community. Acquiring Off-White represents a unique opportunity for Bluestar Alliance to honor and build upon the enduring legacy of Virgil Abloh. 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.”