Head over to HYPEBEAST and check out the interview with Virgil Abloh by Managing Editor of HYPEBEAST, Arby Li. Titled “The Point of OFF-WHITE Isn’t to Buy OFF-WHITE” and it is another great inside into the current state of mind of Virgil Abloh.
The reason I say ‘current state of mind’ and this is one of the things that can make you appreciate Abloh is that he never seems set in his ways. He always seems to be learning through each response he gives, and it informing the next answer. He obviously has stock answers, such as his defence of the price of OFF-WHITE considering it’s overall streetwear influence. Though generally, he gives an insight into a creative mind that is ever evolving and open to discuss that, rather than shying away or creating a false bravado.
The title of the article is a little misleading and stood alone, seems almost patronising, but within the context of the article makes sense. Alboh makes money from OFF-WHITE, he understands this and is not rubbishing that fact. He merely believes you can appreciate the clothing without owning it. In the same way, you can appreciate a piece of art in a gallery without having it on your own wall, it exists in it’s own space and you can appreciate that for what it is.
One of my favourite elements of the article is his point on store design and every store being very different (the main focus of the article is the new Hong Kong store which leads him to this point). Abloh explains that each OFF-WHITE store creates it’s own experience and no store is identical to the other, so as a consumer of the brand visiting the store in another country is actually a new experience. Brands and stores so often make the smallest changes when they set-up in other countries, but why not work closer with the environment and culture you are in to create the layout, aesthetics and design of the store. The fashion remains the same but the way you experience it differently,
Brands and stores so often make the smallest changes when they set-up in other countries, trying to give every customer exactly the same experience across the globe. But why not work closer with the environment and culture they are in to create a different layout, aesthetics, design and experience for the store. We have online for the same global experience, the physical shopping space doesn’t need to replicate that. Make the physical shopping space an experience, an exhibit of the fashion that the consumer saw online. With stores that are totally different, you can enjoy that experience, each time you visit an OFF-WHITE store and you can understand that perhaps “The Point of OFF-WHITE Isn’t to Buy OFF-WHITE”.
Check out the article on HYPEBEAST.