On & Around the Street

Off-White Opens London Flagship On Sloane Street

Off-White flagship, 32 Sloane Street
Off-White flagship, 32 Sloane Street

The doors have opened on Virgil Abloh’s first standalone London flagship for cult label Off-White at 32 Sloane Street.

Abloh, a trained architect, moved into fashion in 2009 with an internship at Fendi alongside Kanye West, with whom he has collaborated repeatedly over the duration of their friendship. He is also the artistic director of Louis Vuitton’s menswear collections.

Off-White – founded in 2013 as an amalgamation of luxury streetwear, art, music and travel – was a key player in the democratisation of fashion and a cornerstone to the streetwear movement that dominated fashion for seasons before foretelling its death last year.

The store, set over 344 square-metres, was collaboratively designed by spatial designer Andrew Taylor Parr and Off-White’s design team.

Working from a central concept of “dualism”, the space is filled with warm feminine tones, underscored by curved lines and mono-colour, sandy concrete resin on the floor and walls.

Strong, geometric display elements are the counterpoint to the parabola formed at the intersection of walls and floors, giving the illusion of one merging into the other. Materials including precious travertine marble and concrete further complement the contrast.

At the nucleus of the store is an installation of plinths designed by Parr. Inspired by Brancusi sculptures and brutalist architectural design, they are echoed in the racks throughout the store and elements of the seating area.

In store, you can discover Off-White’s men’s and women’s collections. Gents, expect some great knits and Abloh’s innovative take on tailoring, with its fresh versatility that befits the current working-from-home conditions. For women, there are standout trench coats and dresses that nod to Tom Ford’s reign at Gucci in the Nineties, alongside statement houndstooth and fresh cornflower blue highlights.

For all, there are plenty of status trainers and eye-catching accessories to enrich your wardrobes.

Off-White, 32 Sloane Street, SW1X 9NR.