The Off-white store has a ground level and an upper floor attached by a custom concrete cast stair. The point of sale window at the front of the store is unique with a mint green on mint green finished desk area that sits beyond a simple rectangular opening within the concrete finished wall adjacent to the entry.
Monthly art installations will occur at the store – an interactive and constantly changing backdrop for the luxury ‘street wear’ inspired high fashion line.
Off-White’s signature black and white striped racks, that appear to be inspired by street sign and road markings, are interspersed throughout the space and the brand. Similar stripes appear on the various Off-White male/female clothing designs.
The Off-White label is part of the company owned by Milan-based New Guards Group and is one of the most hyped in fashion right now. Cutler worked with the local franchisee team, alongside the Italian New Guards Group to execute the project. The same franchisee team also owns a luxury menswear focused shop designed by Cutler in 2016, called Feuille on Howe Street that won the people’s choice award at the IDIBC Shine Awards 2016. The Feuille clientele consists of an avid following of people that are keen for the new dedicated Off-White label destination point in Vancouver. There is quite a buzz in the community target market, the high-spending Chinese population that lives and visits in Vancouver. The fast-growing popularity of the brand is said to be a token to Virgil’s millennial mindset and leadership of the brand direction. The Off-White label has 2.7m followers on Instagram.
According to interviews with the fashion designer, Virgil Abloh, Off-White is a “brand” and the catwalk shows are referred to as “documentaries”. Fashion is something Virgil aims to “record”. The label’s black and white stripe motif, is explained to be based on Duchamp’s idea that an everyday object is art. The brand comments on “Off-White is not black or white, it’s a conundrum. It’s not a colour. But it is a colour.”