Off-White.
Off-White redefined global streetwear by blurring the lines between luxury, identity, and urban culture. Following the passing of founder Virgil Abloh, the brand faces the challenge of sustaining cultural credibility while evolving into new markets. This concept explores India not just as an emerging consumer base—but as a site of rich visual language, youth subculture, and aspirational fashion narratives.
Grounded in cultural insight, the strategy maps parallels between Off-White’s design codes and India’s vibrant style expressions—from bootleg aesthetics to Bollywood-inspired maximalism. By centering local tastemakers, streetwear scenes, and aspirational middle-class consumers, the project proposes a market entry that honors Abloh’s ethos of access, disruption, and global storytelling.
