Off-White, the Virgil Abloh brand that was bought out by LVMH in 2021 at the height of its popularity now faces cultural irrelevancy. Why?

Off-White has been begging for a fresh start, especially after recently presenting for the first time ever at New York Fashion Week. CEO Cristiano Fagnani wants the brand to return to its streetwear roots, collaborating with Nike again instead of the luxury brands that LVMH tried to position it with.

French luxury group LVMH has sold the streetwear brand Off-White founded by the late designer Virgil Abloh to a brand management company.

The fashion world has concerns about LVMH selling Off-White to Bluestar Alliance. LVMH decided to sell Virgil Abloh’s Off-White brand on the late founder’s 44th birthday, and the buyer has much of the fashion world concerned.

LVMH sold luxury-streetwear brand Off-White to Bluestar Alliance for an undisclosed sum.

Louis Vuitton Moët Hennessy(LVMH) has sold Off-White LLC to brand management company Bluestar Alliance, marking a significant transition for the luxury fashion brand Virgil Abloh founded in 2012. Women’s Wear Daily reported that while the financial terms of the deal remain undisclosed,

French luxury goods company LVMH has sold its stake in the streetwear label Off-White three years after the death of the brand's founder, Virgil Abloh. New York–based brand management company Bluestar Alliance now owns LVMH's stake.

Shares of LVMH Moët Hennessy Louis Vuitton, or LVMH ($FR:MC), fell over 1% as of writing after it agreed to sell Off-White LLC to the U.S.-based