where did the name off white come from
Virgil Abloh Abloh founded his first fashion house and second business overall in 2013 with the high-end streetwear brand Off-White.[2] Based in Milan, Italy, the company was described by Abloh as "the gray area between black and white as the color off-white" to investors and fashion critics.[2] He launched the company's women's wear line in 2014 and showed the collections at the Paris Fashion Week.[2] His collections were selected as a finalist for the LVMH Prize, an industry award, but lost to Marques’Almeida and Jacquemus.[2] Abloh launched his first concept store for Off-White in Tokyo, Japan where he started the company's furniture arm, Grey Area.[2] In 2017, he was asked to design a new collection in conjunction with Nike entitled "The Ten" where he re-designed a variety of the company's best-selling shoes.[2] Virgil also partnered up with the Swedish furniture company IKEA to design furniture for apartments and houses.[7] It is aimed primarily at Millennials looking for furnish their first home. The collection will be named Markerad which is a Swedish word meaning “clear-cut; crisp; pronounced” and is scheduled to release in 2019.[8]