How Much Do You Know About The Biggest Brand In The World?

Abloh founded the brand in 2012, having spent a decade as a creative consultant for Kanye West’s brand and creative “think tank” Donda. The inspiration behind the label: giving validity to streetwear. The designer told The Business of Fashion: “In a large part streetwear is seen as cheap. What my goal has been is to add an intellectual layer to it and make it credible.” The brand has since experienced unprecedented popularity, both on the internet and in sales figures. The label now has 5.5 million Instagram followers (plus 3.2 million for Abloh himself), and boasts 24 stores across the world, plus stockists including Selfridges, Harrods and Barney’s across the pond.

Whether it’s your taste or not, there’s no denying the celebrity power of the label – spotted on everyone from Kendall Jenner to Beyonce, Rihanna to Drake, Abloh’s is a brand for 21st-century consumers who shop, wear and regram what those in the public eye are shopping, wearing and regramming first. Plus, its position on the list confirms one thing: what we demand of our luxury labels is changing, with more focus on wearable, comfortable sporty styles and less interest in high-octane clothing and 'It' accessories. This doesn’t mean the brand eschews traditional luxury altogether – since its inception, Abloh has collaborated with Jimmy Choo, Moncler, Browns and Barneys NYC – but it’s this ability to straddle the two worlds that has rendered the label such a success. “With fashion you have to choose if you're high-end, contemporary or streetwear, men's or women's," explains Abloh. "Off-White is between black and white, there is no choice. It’s the idea that I wouldn't decide, which relates more to the consumer.”

You may not have heard of it before, but trust us – you’re going to hear a lot more about it from now on.