10/10 Off-White Icons Reimagined brings together a collective of creatives, each contributing to the language of the brand through their discipline. Figures such as A$AP Nast, Ava Nirui, Bafic, Guillermo Andrade, Raul Lopez, Renell Medrano, Scott Mescudi, Stéphane Ashpool, Veneda Carter, and Yuta Hosokawa form part of this system, spanning music, design, photography, and styling.

Founded in 2012 by Virgil Abloh, Off-White emerged as the lines between streetwear and luxury began to dissolve. Trained as an architect and shaped by his work with Kanye West, Abloh approached fashion as an open dialogue between cultures, identities, and visual codes. He described the brand as existing in the gray area between black and white, where meaning remains fluid and constantly negotiated. This approach defined Off-White’s rise throughout the 2010s, as it moved between streetwear and luxury through collaborations with Nike, IKEA, and Louis Vuitton, while maintaining an identity rooted in reinterpretation.

Now, 10/10 Off-White Icons Reimagined extends this approach, bringing together a grid of faces and statements as part of a system.

Veneda Carter is a stylist and designer of her namesake label, known for her influence in contemporary fashion culture. She has worked with major artists and brands, shaping modern aesthetics through a mix of streetwear, luxury, and personal style.

Ava Nirui is a New York–based designer and creative known for her ironic, subversive approach to fashion. Through independent projects and collaborations, she reinterprets logos, branding, and everyday garments, challenging ideas of authenticity, authorship, and consumer culture.

Bafic is a creative director and designer working across fashion and visual identity, known for his focus on typography and detail. His work highlights what is often overlooked, drawing attention to the “fine print” of branding systems.

A$AP Nast is a rapper who has built a reputation both as a musician and a style figure, frequently collaborating with brands and sitting at the intersection of hip-hop and high fashion.

Guillermo Andrade founded 424 and is a designer known for merging streetwear with cultural storytelling. His work frequently draws from Los Angeles identity, workwear, and political symbolism, positioning fashion as both personal and social expression.

Raul Lopez founded Luar and co-founded Hood By Air. He is known for redefining luxury through a New York lens, incorporating street culture, queer identity, and bold silhouettes into his design language.

Scott Mescudi, known as Kid Cudi, is a musician, actor, and cultural figure recognized for his influence on hip-hop and emotional storytelling in music. His impact extends into fashion, where he is known for pushing boundaries around masculinity and self-expression.

Stéphane Ashpool founded Pigalle and a designer rooted in Parisian street culture. His work blends sport, community, and fashion, often reflecting themes of inclusivity and collective identity.

Yuta Hosokawa founded ReadyMade, a brand known for reconstructing vintage military materials into high-end streetwear. His work focuses on sustainability, craftsmanship, and the transformation of existing objects into new forms.

All images are courtesy of Off-White.

Each statement follows a simple, almost instructional structure, but the quotation marks shift their meaning. Rather than simply naming the object, they question it, turning it into something open to interpretation. A bag becomes “bag,” no longer fixed but redefined through context. This subtle gesture reflects Abloh’s three percent rule, where small changes generate entirely new meaning.

What makes the project particularly compelling is its balance between individuality and collectivity. Each name, each statement, and each object stands on its own, yet together they form a larger language, one that mirrors how identity is constructed today through collaboration, influence, and exchange. Even after Abloh’s passing in 2021, this language continues to evolve, not only through the objects themselves, but through the framework he created, one that invites others to participate, reinterpret, and build upon it.