The rules of trade nowadays would have to include the impact of social media in not only advertising, but also in building brand reputation.
With currently at 10.8 million Instagram followers worldwide, it is not hard to see how brands like Off-White used this potential to take its place as one of the world’s best-known premium brands.
The Beginning of Off-White
Virgil Abloh founded his first fashion house under the high-end streetwear brand Off-White in 2013. He described the company to investors and fashion critics alike as “the gray area between black and white as the color off-white”. This trademark gained attention starting in France, expanding to countries such as China, Japan, and the United States.
With the guiding principle of “everything in quotes”, these markers make up what the brand is known for. Off-White started out with selling clothes, but their business soon expanded to sneakers, phone cases, belts and just recently, experimentally-designed furniture.