French luxury giant LVMH has sold the streetwear brand Off-White—founded by the late designer Virgil Abloh—to New York-based brand management company Bluestar Alliance. LVMH did not disclose the terms of the sale but expressed confidence in Bluestar’s ability to continue Abloh’s creative vision. Bluestar also owns brands like Scotch & Soda and Bebe.

LVMH had acquired a controlling stake in Off-White just months before Abloh’s passing in 2021, with plans to expand his role across its luxury empire. However, continuing the brand’s success without its founder proved difficult, as declining streetwear demand and a global luxury market slowdown took a toll.

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Off-White debuted at New York Fashion Week earlier this month.

Off-White has faced challenges, including an upmarket push that failed to resonate with consumers, as well as complexities tied to its licensing deal with New Guards Group, which is owned by Farfetch. The licensing deal is set for renegotiation next year.

Despite these struggles, Off-White has worked to rebuild, debuting at New York Fashion Week this month and recently partnering with the WNBA team New York Liberty, signaling a pivot toward women’s sports.