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Off-White in Atlanta: The Arrows, the Legacy and How to Wear It Now
Few labels have changed luxury the way Off-White has. What began as the vision of one designer became the brand that made streetwear a permanent part of high fashion. At PURE, it has been a favorite of our clients for years, and this season's pieces are some of the strongest we have carried. Here is everything you need to know about Off-White, from its history to how to wear it now.
The Story of Off-White
Off-White was founded by the late Virgil Abloh in Milan in 2012. Trained as an architect and engineer, Abloh approached clothing the way he approached design: questioning the rules and borrowing freely from art, music, skate culture and tailoring. The name itself speaks to that idea, the grey area between black and white where streetwear and luxury meet.
In 2018, Abloh was named artistic director of menswear at Louis Vuitton, becoming one of the most influential designers of his generation. He passed away in 2021, but his label and his way of thinking continue to shape fashion today.
The Signatures
Diagonal stripes, inspired by industrial and road markings. The arrows, four arrows crossing in an X and now one of the most recognizable logos in the world. Quotation marks, Abloh's playful habit of putting everyday words in quotes. And industrial details like zip ties, industrial belts and utility hardware that give luxury pieces a raw, workwear edge.
This Season at Pure
The newest Off-White pieces take the signature arrows in bold new directions, from Renaissance art to hand-painted and metallic finishes. Shop some of our favorites below or at your closest PURE location:
How to Wear It Now
Let one piece lead
Pair a statement tee or hoodie with clean black denim or tailored trousers and simple sneakers, and let the arrows do the talking.
Dress it up
A graphic tee under a tailored overcoat or leather jacket is the high-low contrast Abloh built the brand on. Finish with a quality leather belt and minimal jewelry.
Go tonal
Black-on-black is Off-White at its most refined. Try the Dark Slime Arrow hoodie with black denim for a look that feels luxurious without trying too hard.
Why Shop Off-White at Pure
Every piece at PURE is 100% authentic. Our stylists at Lenox Square in Atlanta and the Houston Galleria can help you find the right fit and build a full look. Enjoy free shipping on orders over $275, and same-day shipping on weekday orders placed by 12 p.m. ET.
Off-White FAQ
Where can I buy authentic Off-White in Atlanta?
Pure at Lenox Square in Buckhead carries authentic Off-White, and you can shop the full selection online at pureatlanta.com/collections/off-white. Pure also carries Off-White at the Houston Galleria.
Who founded Off-White?
Off-White was founded by designer Virgil Abloh in Milan in 2012.
How does Off-White fit?
Skate tees and hoodies are cut with a relaxed, boxy fit, while slim tees fit closer to the body. Between sizes? Our stylists can help by phone every day from 10 a.m. to 1 p.m. ET at (404) 841-3466.
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