Dynamic Marketing Communiqué

“From Street to Suite”: Uncover how this icon turned his streetwear roots into a global empire! [Monday: Marketing Marvels]

October 30, 2023

Miles Everson’s The Business Builder speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:


We hope you all had a good weekend.

Let’s dive into the intriguing realm of remarkable personalities in the spheres of marketing and business. As this new week unfolds, let’s get on a journey to discover the stories, wisdom, and influence of these experts. 

Today, let’s put the spotlight on an individual whose pioneering efforts have inspired many designers and fashion brands of this generation.

Continue reading below to learn more about this “Marvel.”

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

In 2013, a revolution began in the world of fashion, reshaping the meaning of “luxury” across the globe. 

Off-White emerged as a phoenix—rising from the ashes, challenging conventions, blurring boundaries, and redefining the very essence of streetwear. 

As a luxury fashion house based in Milan, Italy, Off-White is known for its deconstructionist aesthetic that combines high fashion with streetwear. The design studio combines Italy’s heritage and craftsmanship with a worldwide perspective.

The brand’s meteoric rise started with a young visionary who had a unique perspective on fashion and culture. This individual played a pivotal role in shaping the trajectory of Off-White and its distinct identity.

Who is this visionary?

Virgil Abloh!

Photo from Hypebeast

Abloh was born in Rockford, Illinois. He obtained an undergraduate degree in civil engineering at the University of Wisconsin–Madison in 2002 and a master’s degree in architecture at the Illinois Institute of Technology in 2006. After graduating, he worked as an architect for a few years before pursuing a career in fashion and eventually creating Off-White.

In 2015, Abloh became a finalist for the LVMH or Moët Hennessy Louis Vuitton Prize for Young Fashion Designers, a prestigious award given to selected fashion designers for their talent and creativity. Being shortlisted for the award enabled Abloh and his brand to become famous worldwide.

The following years saw great success in Off-White’s growth. As the brand became a household name in the fashion industry, numerous collaborations with other brands also emerged. 

From staple companies like Champion and Levi’s to essential items like Rimowa and IKEA, Abloh and Off-White have partnered with almost every brand one could think of. The biggest of these is the “Marvel’s” collaboration with Nike in 2017 and with Louis Vuitton in 2018.

Photo from Sothebys

The partnership saw shoes and apparel made by Nike and Louis Vuitton, in collaboration with Off-White, flying off the shelves minutes after release. Resellers, enthusiasts, and collectors would even camp overnight to buy these limited-edition items. 

Abloh created a sense of scarcity for his releases by producing only small quantities of his products. This further fueled buyers’ swift consumption, heightening the exclusivity surrounding Off-White’s collaborations. The intense demand for Off-White’s products led to a substantial increase in its resale value, creating a hype that reverberated across the fashion community.

As a result, Abloh has become a legend in the fashion industry. As Ibrahim Kamara, Off-White’s Art and Image Director aptly puts it: 

“Making a successful luxury brand in nine years is genius. It’s a feat that I admire and hope to continue building upon with a rich legacy. He [Abloh] revolutionized streetwear and luxury that crosses generations and decades.”

So, how did Abloh rise to success? 

A key pillar of Abloh’s achievements is Off-White’s consistent production of timeless pieces. His unwavering commitment to quality is evident throughout his collection, allowing him to convey his unique fashion vision effectively.

The brand’s exponential growth is also linked to its strategic cultivation of a specific demographic: The millennials. Abloh’s approach involves engaging this generation, solidifying Off-White’s ascent as a cultural phenomenon.

Abloh also took advantage of some of Off-White’s controversies as “free advertising.” His perspective on value, beauty, and significance is shaped by the drive to make an impact rather than a steadfast or clearly defined moral or intellectual standpoint.

There are lots of things we can learn from Abloh and his brand’s success. Here are some of them: 

  1. Interdisciplinary creativity has the power to break boundaries.

Off-White saw great success as Abloh took advantage of varying disciplines. Drawing inspiration from various fields like fashion, art, and music, he redefined design aesthetics. 

Similarly, in marketing, embracing diverse perspectives and merging ideas from different domains can yield innovative campaigns that captivate a wider audience.

  1. Authentic storytelling resonates with your audience.

Abloh created narratives that resonated with audiences, thereby fostering emotional connections. This shows that genuine storytelling builds trust and loyalty. The key takeaway here? 

Crafting narratives that align with brand values and engage consumers on a personal level can drive lasting impact.

  1. Disruptive strategies command attention.

Abloh often played with deconstructive design elements, altering conventional items to create something new and unexpected. His success proves that breaking away from the ordinary can capture attention. Bold, unexpected approaches that challenge conventions can differentiate a brand and spark conversations amongst the public.

  1. Inclusivity attracts more people.

Abloh championed inclusivity, making luxury more accessible through collaborations and diverse representation. His approach shows that since consumers have varying tastes, catering to these individuals’ tastes and preferences will help make a brand stand out from the competition.

Besides, inclusivity speaks to a broader audience. Brands that consider every customer will be able to forge stronger connections and foster a sense of belonging.

  1. Constant evolution is vital for success.

Abloh’s continuous pursuit of new ideas and brands to collaborate with exemplifies the need to evolve with the times. After all, the marketing landscape is dynamic, with trends and technologies evolving rapidly. 

Therefore, brands that adapt, experiment, and evolve their strategies will have an edge over their competitors. They will be able to remain relevant and effectively navigate an ever-changing business landscape.

There you have it—some marketing tips you can learn from Abloh and his experiences!

Abloh’s indelible mark continues to shape the creative world, and his principles can guide you toward pushing boundaries, forming meaningful connections, and leaving a lasting impact on your brand.

So, don’t be afraid to explore new tactics, adapt to emerging trends, and do what the others have not done yet. With the right marketing strategies, you and your brand will have more opportunities for growth. 

Take note of the tips above and consider incorporating them into your own brand’s marketing strategies! 

This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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