Fashion / news
Off-White Revamps Affordable For All Line as L/AB
Off-White relaunches its accessible For All line under the name L/AB, targeting younger consumers with affordable prices and collaborations with musicians, models, and content creators.
Off-White, owned by Bluestar Alliance, is reintroducing its For All concept with a new label called L/AB. The collection, launching tomorrow, is a reinterpretation of the original Off-White For All line created by founder Virgil Abloh in 2018 to make the brand more accessible to younger audiences.
The L/AB line draws inspiration from youth culture trends, including community-based sports, street tournaments, college campuses, music, and fashion. It features collaborations with a diverse group of creative directors, such as musicians JT, Glaive, and PZ; models Vivian Jenna Wilson, Julez Smith, and Mazzy Joya; and content creator Jay Guapo.
CEO Cristiano Fagnani emphasized the strategic shift: "The brand has a large audience, and the intention to keep everyone engaged is not new; what is new is the way we are now intentionally promoting it, structuring it, and creating an architecture that allows us to communicate, launch products to the market, and build an entire infrastructure for both the brand and the business."
The original For All line, which was discontinued, featured unisex sweatshirts and T-shirts with the brand's logo. The revamped L/AB aims to reconnect with younger shoppers through a more structured and curated approach.