By Jessica Ye (Jessica Yap)
Off-White is once again pushing the boundaries of fashion and culture with “10×10: Off-White™ Icons Reimagined.” The new project invites ten global creatives to reinterpret ten of the brand’s most recognisable icons, continuing the experimental spirit that defined founder Virgil Abloh.
The premise is simple. The possibilities are endless.
Each icon becomes a starting point. A provocation. A chance to rethink the visual language that Abloh built when he launched Off-White in 2013 and quickly reshaped the conversation around streetwear, luxury, and contemporary culture.
This is not about revisiting the past. It is about pushing the conversation forward.
Rooted in Abloh’s enduring mantra, “Question Everything,” the project reflects the philosophy that made Off-White more than a fashion label. Fashion becomes dialogue. Product becomes platform. Creativity becomes an open system waiting to be hacked.
The lineup reflects exactly that spirit. Musicians Kid Cudi and A$AP Nast join designers Ava Nirui, Yuta Hosokawa, Raul Lopez, and Guillermo Andrade, alongside multidisciplinary creatives Renell Medrano, Veneda Carter, Stéphane Ashpool, and Bafic.
Each contributor was invited to reinterpret one of Off-White’s defining icons through their own creative lens.
Here is what they are exploring:
T-SHIRTS by Ava Nirui
The New York-based Australian creative approaches the Off-White tee through her signature gender-fluid perspective, drawing on the visual codes of ’90s youth culture.
“I see T-shirts as social platforms.”
BAGS by Raul Lopez
Founder of LUAR, brings together the cultural influences of New York City and the Dominican Republic, reflecting the duality that shapes his design language.
WOMENSWEAR by Veneda Carter
The Copenhagen-born stylist and designer reworks the iconic METEOR motif through her experimental aesthetic.
SNEAKERS by Kid Cudi
The musician and designer revisits the 2021 Off-White sneaker as a platform for sport, art, and self-expression.
VARSITY by Stéphane Ashpool
The founder of Pigalle merges Parisian street culture with Off-White heritage codes.
HOODIES by Yuta Hosokawa
The Japanese designer behind READYMADE and SAINT MXXXXXX explores the hoodie as a powerful medium of communication.
DENIM by Guillermo Andrade
The founder of 424 draws inspiration from his creative relationship with Virgil Abloh.
EYEWEAR by Renell Medrano
The New York photographer and Ice Studios founder reinterprets Off-White’s visual language through her cinematic lens.
FINE PRINT by Bafic
The London-based multidisciplinary artist approaches Off-White’s graphic codes as an evolving visual diary.
OBJECTS by A$AP Nast
The A$AP Mob member pays tribute to Virgil’s boundless creative energy and spirit of collaboration.
Beginning May 2026, a global series of events will unveil the reinterpretations across cities around the world.
For a brand built on questioning everything, 10×10 signals the next chapter in Off-White’s evolving cultural playbook.
Virgil Abloh once described Off-White as an open-source platform for ideas. With ten new voices stepping into the conversation, that platform continues to expand.
And if Abloh taught the fashion world anything, it is this. The most interesting ideas often begin with a simple question.
What’s the next hack?
