The New York Times visited, Virgil Abloh, the Creative Director of Off-White at his headquarters in Milan to chat about some of the things that inspire him to create. Within this piece, we are offered a behind-the-scenes look of his team and creative process.

“When I studied engineering at the University of Wisconsin in Madison, it was the humanities classes that I had put to the side that ultimately started me on this path of thinking about creativity in a much more cultural context — not designing for design’s sake, but connecting design to the rhythm of what’s happening in the world.” – Virgil Abloh

One of the most interesting things to note is that Abloh had literally built a luxury brand of of the strength off social media. This also allowed his brand to be disruptive and unconventional. This is exemplified with new clothes that are released at “random” times on Instagram, thus pushing unsuspecting consumers to rush to buy them. This approach automatically connects with a broader audience that uses social media as their main source of news outlet and content consumption.

Watch the video bellow and read the full interview on New York Times.

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