Off-White faces criticism over mass-market pricing shift

Rapper Westside Gunn has criticized the luxury streetwear brand Off-White, suggesting its new direction would upset its late founder, Virgil Abloh. In his new song ‘ZILLA’, Gunn raps, ‘Virgil rolling in his grave, they got Off-White in Costco.’

The critique follows reports that Costco Canada briefly sold Off-White pullover hoodies for approximately $60, a significant departure from the brand’s traditional retail price range of $495 to $800. The items were removed from Costco’s website shortly after the news surfaced.

Since Bluestar Alliance acquired Off-White from LVMH in 2024, the brand has moved toward a more accessible pricing strategy. This includes the launch of the budget-friendly sub-label L/AB c/o Off-White, which features items priced under $200, and collaborations with retailers like PacSun. While some view this as a necessary business evolution, longtime collaborators like Gunn argue it undermines the exclusivity and high-fashion identity established by Abloh.