LVMH Offloads Off-White To Bluestar Alliance

3 years after acquiring a 60% stake in the late Virgil Abloh’s luxury streetwear brand, Off-White, LVMH have now sold the brand to Bluestar Alliance who also own the likes of Hurley & Scotch & Soda.

Fashion, it’s a funny game. It was back in 2019 when the Off-White founder, Virgil Abloh, declared streetwear was dead. The thing is the Rockford born creative was actually right, to some extent, with the peak of “luxury streetwear” hitting around 2018-2019. Ironically for Abloh it wasn’t just his unique “luxury meets the street” style that he had created that was on the decline, it was also sadly his health passing away in November 2021 from a rare form of cancer. People like Abloh just don’t come along that too often, from his signature zip ties on trainers to taken the creative reigns at Louis Vuitton, it was Off-White that merged traditional luxury fashion with the streets. When things are hot everybody wants a piece of your pie and that’s exactly what happened with Off-White. 2019 saw Farfetch purchase a 40% stake for $67.5 million in Off-Whites parent company New Guards Group, followed in 2021 by a 60% stake of the pioneering luxury streetwear label by LVMH. Following its recent 10% stake in Moncler, yesterday it was announced that LVMH had now sold Off-White, or should we say “offloaded”, the Milan based brand to Bluestar Alliance.

From Los Angeles DJ sets at the hottest Hollywood parties with Heron Preston to the now legendary “The Ten” sneaker releases in 2017, Off-White has had a massive impact on the fashion game. But as new trends come and go, the brand just doesn’t have the same desirability it did 5 years ago. It seemed, for a while anyway, there was no Off-White without Abloh, but perhaps Abloh’s imprint is what will live on with the brand to leave a lasting legacy. The luxury streetwear brand will now join the Bluestar Alliance roster, rubbing shoulders with the likes of Hurley, Scotch & Soda & Brookstone. How much the actual sale of Off-White from LVMH to Bluestar Alliance was is not known at this stage.

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.

Joey Gabbay, CEO Bluestar Alliance

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