On March 26, Off-White™ announced the launch of its new project, “10×10: Off-White™ Icons Reimagined.”
The project presents 10 of the brand’s most iconic archive pieces as “blank canvases,” to be reinterpreted by 10 globally recognized creatives. Rather than revisiting the past, it is an experimental initiative that updates Off-White™’s long-standing revolutionary ethos for the present—starting from the question of “how to reinterpret.”
At its core lies the brand philosophy, “Question Everything.” Moving beyond fashion into design, music, and architecture, Off-White™ has consistently created new cultural narratives through cross-disciplinary dialogue. This project continues that very approach.
“10×10” is not about celebrating the past alone. Instead, it brings together new perspectives, diverse communities, and creatives from different cultural backgrounds, creating a framework through which the next “hack” can be explored.
Ten Icons Reimagined by a Global Creative Collective
The project features a diverse group of creatives working across music, fashion, and visual arts. Participants include musicians Kid Cudi and A$AP Nast, as well as designers Ava Nirui, Yuta Hosokawa, Raul Lopez, and Guillermo Andrade. They are joined by multidisciplinary creatives including Renell Medrano, Veneda Carter, Stéphane Ashpool, and Bafic.
Each participant brings an existing relationship with the brand, along with a distinct perspective and aesthetic, reworking Off-White™’s established codes. Rooted in bold individuality and a fearless mindset, they reinterpret assigned icons while projecting them into the future.
The creatives are each responsible for one of ten categories: T-shirts, bags, womenswear, sneakers, varsity jackets, hoodies, denim, eyewear, fine print, and objects—reimagining the brand’s signatures through their own lens.
Global Rollout and Exclusive Products
The “10×10” project will unfold globally from May 2026 through April 2027, accompanied by a series of events across major cities. Alongside these activations, exclusive products created by each participant will be unveiled.
Building on the idea of an “open platform for creation” established by founder Virgil Abloh, “10×10” carries this vision forward—connecting it to the next generation of creativity. It stands as a clear expression of the evolving cultural direction Off-White™ continues to shape today.
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