Ten Global Creatives Reinterpret Key Pieces As The Brand Extends Its Post-Virgil Abloh Cultural Framework
Off-White has introduced “10×10: Off-White Icons Reimagined,” a new initiative that revisits ten of the brand’s most recognizable designs through the lens of a cross-disciplinary group of creatives.
Rather than positioning the project as a retrospective, the brand frames it as an extension of its ongoing experimental approach—inviting collaborators to reinterpret core products as open-ended concepts. The initiative draws on Off-White’s longstanding “Question Everything” ethos, first established under founder Virgil Abloh, and continues its positioning at the intersection of fashion, art, music, and design.
The project brings together a mix of designers, musicians, and image-makers, each tasked with reworking a specific category tied to the brand’s identity. The initiative will unfold through a series of global activations between May 2026 and April 2027, introducing the collaborations in stages.
“T-SHIRTS” by Ava Nirui. The New York-based creative director brings a gender-agnostic perspective informed by ’90s youth culture, reworking the T-shirt as a communal and expressive staple within Off-White’s visual language.
“BAGS” by Raul Lopez. The LUAR founder channels his New York and Dominican heritage into the Jitney bag, reframing it through a lens of identity and cultural hybridity while maintaining its architectural structure.
“WOMENSWEAR” by Veneda Carter. The Copenhagen-born, Los Angeles-based stylist and designer revisits Off-White’s “Meteor” motif, using it as a visual anchor for a more experimental and personal interpretation of the category.
“SNEAKERS” by Scott Mescudi. The artist known as Kid Cudi returns to a 2021 silhouette, grounding it in performance references while positioning the sneaker as both product and creative platform.
“VARSITY” by Stéphane Ashpool. The Pigalle founder draws on his longstanding connection to Virgil Abloh, combining Off-White’s graphic codes with his own approach to color, sport, and community.
“HOODIES” by Yuta Hosokawa. The Japanese designer behind ReadyMade and Saint Mxxxxxx rethinks the hoodie as a medium for communication, informed by his practice of deconstruction and reinterpretation.
“DENIM” by Guillermo Andrade. The founder of 424 approaches denim through a personal lens, referencing Virgil Abloh’s influence while emphasizing construction, utility, and cultural symbolism.
“EYEWEAR” by Renell Medrano. The New York-based photographer and founder of Ice Studios applies her visual sensibility to eyewear, treating it as an extension of image-making and identity.
“FINE PRINT” by Bafic. The London-based multidisciplinary artist develops a process-driven approach, using Off-White’s graphic language as a framework for layered, evolving visual narratives.
“OBJECTS” by A$AP Nast. The A$AP Mob member explores object design as a reflection of Virgil Abloh’s multidisciplinary reach, focusing on connection, presence, and cultural exchange.
“10×10” arrives as Off-White continues to define its trajectory following Abloh’s tenure, reinforcing a collaborative model that positions the brand less as a singular author and more as a platform for collective creativity. define its direction in the years following Abloh’s tenure, maintaining an emphasis on collaboration, cross-pollination, and community-driven creativity while seeking to evolve its core design language.