Another day, another Off-White collection. This time, it doesn’t come in the form of a designer collaboration (Off White x Warby Parker, Off White x Nike, and an upcoming Ikea collaboration to name a few), but a more accessible capsule with an attractive price tag to match. In an effort to appeal to the label’s growing millennial consumer base, Virgil Abloh has launched a ‘more affordable’ capsule collection, aptly named “For All.” The unisex range features four graphic T-shirts that retail at US $95 and four US $170 hoodies. To put it into perspective, one Off-White T-shirt can typically retail up to US $580, meanwhile hoodies cost US $800.
The new range, which is available for purchase from today onwards, is sold globally at 11 different Off-White locations including those in New York, Paris, and London, to make it even easier for shoppers to get their hands on the cult brand championed by A-listers Beyoncé, Kendall Jenner, and Bella Hadid, among others.
“The price tier allows for a new customer to see themselves within the overall concept of the fashion label,” says the label’s Creative Director Virgil Abloh to Business of Fashion. “Off-White can be luxury at a traditional luxury price point, or equally it can be relevant at an affordable price point.”
Abloh isn’t the first designer to target millennials. Alessandro Michele and Demna Gvasalia of Gucci and Vetements are resonating with millennial consumers through social media, product diversity and creative digital campaigns. Remember Gucci’s series of #TFWGucci memes that accompanied the launch the new Le Marché des Merveilles watch collection? Considering millennials (those born between the years 1983 and 2000) boast one of the highest spending powers compared to previous generations, it hardly comes as a surprise when storied heritage brands such as Louis Vuitton join forces with high-street labels like Supreme.
Off-White’s next move is the highly-anticipated release of it’s “affordable” collaboration with IKEA expected to launch in early 2019.