Off-White named ‘hottest brand on the planet’

Off-White has been named the hottest brand on the planet in Lyst’s quarterly rankings.The results are released every three months based on the global fashion search engine’s analysis of the shopping behaviour of more than five million people across 12,…

Off-White has been named the hottest brand on the planet in Lyst’s quarterly rankings.

The results are released every three months based on the global fashion search engine’s analysis of the shopping behaviour of more than five million people across 12,000 designers and online stores. This accounts for Google search data, conversion rates, sales, brand mentions and engagement statistics on social media.

Off-White has risen 33 places over the past year, and has now surpassed Gucci and Balenciaga for the number one spot for the first time. These fashion houses are now in second and third place, respectively, followed by Nike, Prada, and Versace. Kanye West’s Yeezy takes seventh spot, while Vetements, Fendi, and Valentino round off the top ten.

This quarter, founder and chief executive officer, Virgil Abloh, released The Ten sneaker collaboration series with Nike and dressed Serena Williams for the 50th edition of the U.S. Open in New York.

Searches for Off-White across Lyst’s partner retailers are now up 14 per cent quarter on quarter, while traffic to Off-White products online increased 10 per cent in August (18).

The label’s logo belt and denim jacket also feature on Lyst’s women’s product list, but the top spot in these rankings went to Dior’s Saddle bag, which was recently resurrected by creative director Maria Grazia Chiuri.

Off-White was also honoured on Tuesday (23Oct18) when it was nominated in the prestigious Brand of the Year category at The Fashion Awards alongside Balenciaga, Burberry, Gucci, and Prada. The streetwear label has also received a nod in the Urban Luxe category, while Abloh is up for Designer of the Year for his work in the menswear department of Louis Vuitton.

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