In August 2019, José Neves, owner of Farfetch, purchased New Guards Group, the parent organization of Off-White for US$675 million. It has shown collections at Paris Fashion Week shows, and is sold in retail stores in Hong Kong, Tokyo, Milan, London and New York. Abloh then rebranded the company as Off-White, which he describes as "the grey area between black and white as the color off-white" to the fashion world. The company was first founded as "PYREX VISION" by Virgil Abloh in the Italian city of Milan in 2012.
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