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Off-White named fashion's 'hottest brand'

Ecommerce platform Lyst has named Italian streetwear label Off-White as fashion’s most popular brand for the third quarter of 2018.

The Lyst Index report analyses Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three-month period.

Off-White, founded in 2012 by current Louis Vuitton artistic director Virgil Abloh, has risen 33 places in the third quarter to surpass Gucci and Balenciaga for the first time.

In the period, Off-White launched its “The Ten” sneakers in collaboration with Nike. The shoes generated more than 252,000 combined mentions on social media and, as the limited supply sold out, the resale prices are currently over 450% higher than their retail value.

Off-White also released its second more affordable “For All” capsule range, and worked on projects with retailers including Ssense and Selfridges.

Meanwhile, the “ugly trainer” still has a hold on fashion, taking six of the 20 spots across the men’s and women’s Hottest Products index.

Nike dominated, and its Tekno sneaker appeared across both lists.

Also capitalising on this trend, Balenciaga unveiled an exclusive new Track shoe with Selfridges this quarter, and updated the popular Speed sneaker and Volt Triple S for new releases. The brand remained in third place.

French brand Vetements came in eighth place, as it continued its partnership with Reebok in the quarter to release a new Sock Runner Boot.

Kanye West’s fashion brand, Yeezy, came in seventh place following the release of the Yeezy V2 350 Butter.


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