Luxury streetwear brand Off-White announced on Monday the launch of youth-driven sub-brand, L/AB c/o Off-White, as the Virgil Abloh-founded brand looks to tap into the accessible luxury market.
“L/AB c/o Off-White is a new brand within the Off-White universe, created for the next generation of creatives, cultural catalysts, and emerging talent,” said the Milan-based brand in a statement, describing its latest youth-driven venture.
“Inspired by the spirit of youth-driven experimentation that has long defined Off-White, it takes direction from Laboratory of Fun, the concept that envisioned creativity as an open, evolving process rather than a fixed outcome.”
Offering fashion essentials for both men and women, the new L/AB brand consists of T-shirts, hoodies, and tracksuits, as well as sneakers, outerwear and underwear, all “reimagined and embedded with new codes, cementing the brand’s elemental connection to youth culture,” the brand added.
To celebrate the launch, Off-White revealed a new campaign shot in Berlin by Services Généraux, featuring musicians JT, Glaive and PZ, and models Vivian Jenna Wilson, Mazzy Joya and Julez Smith, alongside creator Jay Guapõ.
L/AB c/o Off-White launches globally on June 29 via its dedicated online store and select retail partners.
Prices range from $45 to $220.
Virgil Abloh founded Off-Whitte in Milan in 2013, becoming a veritable force in streetwear culture, under the U.S. designer’s guide.
LVMH initially acquired a 60% majority stake in Off-White in July 2021, before taking full ownership of the remaining stake in September 2022. In 2024, the French conglomerate offloaded the streetwear brand to Bluestar Alliance.
Virgil Abloh tragically passed away on November 28, 2021, from a rare form of cancer. Ib Kamara is currently at the design helm of Off-White.
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