Off-White™ marked the launch of “10×10: Icons Reimagined” with an intimate dinner and after party at Public Records in Brooklyn, bringing together the ten creative directors behind the project, friends of the house and extended community for a night of music, conversation and collaborative energy.
10×10 Icons Reimagined In Brief
“10×10: Off-White™ Icons Reimagined” is a year long project that invites 10 global creatives to reinterpret 10 of the brand’s most recognizable icons from the archive, treating each as a blank canvas. According to Off White™, the initiative embodies the brand’s founding philosophy born with Virgil Abloh and still central today that culture moves forward when creativity is questioned, supported and connected.
- Ava Nirui – “T‑SHIRTS”
- Raul Lopez – “BAGS”
- Veneda Carter – “WOMENSWEAR”
- Scott Mescudi (Kid Cudi) – “KNITWEAR”
- Stéphane Ashpool – “OUTERWEAR”
- Yuta Hosokawa (READYMADE) – “MENSWEAR”
- Renell Medrano – “EYEWEAR”
- Guillermo Andrade – “DENIM”
- Bafic – “PRINTS AND GRAPHICS”
- A$AP Nast – “FOOTWEAR”
From May 2026 through April 2027, Off-White™ will stage a global series of events to unveil these reimagined icons city by city.
A Night At Public Records
The New York celebration at Public Records, a music led venue in Brooklyn, set the tone for the project’s launch. Off White™ hosted an intimate dinner followed by an after party, gathering:
- The ten 10×10 creatives and their circles
- Friends of the brand across fashion, music and art
- Community members who form the living audience for Off-White’s work
The night featured live performances by Acted, Kitty Cash and Las Flaquitas, underscoring the project’s connection to sound and nightlife culture as much as to product.
In the brand’s words, the event was about celebrating “what happens when people come together the ideas not yet spoken, the collaborations not yet imagined, the work that becomes possible only because you chose to show up.”
Off-White™ As Platform, Not Just Brand
In communications around 10×10, Off-White™ reiterates that it sees itself as “a platform that questions everything” rather than a static fashion label. That was Virgil Abloh’s way of working treating the brand as an open system, constantly inviting other voices in and it remains the guiding philosophy under the current team.
“10×10” puts that philosophy into action by:
- Handing over core categories to external creatives, many of whom have their own strong identities and communities.
- Framing archival icons not as relics to be preserved, but as starting points for new conversations.
- Stretching the project across a full year and multiple cities, emphasising process, dialogue and community building over a single drop moment.
The Brooklyn dinner and after party served as the first live proof of this approach a space where designers, musicians, artists and fans mingled equally as contributors to Off-White’s evolving story.
The Creative Cohort
Off-White™’s “special thanks” list effectively doubles as a manifesto for the project’s creative ecosystem:
- Ava Nirui, Australian born, New York based creative director known for her playful, meta approach to branding and bootlegs.
- Raul Lopez, founder of Luar, bringing his sharply structured, East‑New‑York inflected view on bags.
- Veneda Carter, stylist and jewellery designer, recognised for her sculptural, polished take on womenswear and accessories.
- Scott Mescudi (Kid Cudi), musician and style figure whose knitwear remit connects to his long running interest in colour, texture and emotional expression through clothes.
- Stéphane Ashpool, founder of Pigalle Paris, whose outerwear merges sport, street and couture level detailing.
- Yuta Hosokawa, designer behind READYMADE, known for reconstructing vintage military and workwear pieces.
- Renell Medrano, photographer and director, bringing an image maker’s eye to eyewear.
- Guillermo Andrade, designer of 424, steeped in Los Angeles street culture and denim.
- Bafic, multidisciplinary creative working across moving image and graphics.
- A$AP Nast, rapper and style figure, taking on footwear.
Each will debut their reimagined Off-White™ icon through drops and activations that unfold over the coming months.
A Year Of Icons, Reimagined
With 10×10, Off-White™ is effectively opening its archive as a shared playground, using icons as a common language between different creative worlds. The Brooklyn launch at Public Records is just the first chapter in a year long, global programme of events, with future stops expected across Europe, Asia and the US.
For Off-White™, it is a way to honour Virgil Abloh’s legacy not by looking backwards, but by insisting that his icons keep changing hands and meanings as new collaborators touch them.
