Off-White Unveils L/AB Diffusion Line Targeting Younger Audiences with Affordable Pricing

Off-White has launched a new lower-priced diffusion line called L/AB c/o Off-White, aimed at younger consumers, with prices ranging from about $45 to $220 (£34-£166).

In comparison, the core Off-White range runs from $175 to $4,000 (£132-£3,025).

The line will be sold globally online, through select streetwear specialty stores, and through mainstream wholesale accounts, with Off-White planning two seasonal collections per year, in spring and fall, plus additional drops targeted at specific markets.

The assortment is built around sportswear staples, including fleece, T-shirts, hoodies, tracksuits, sneakers, underwear and some outerwear.

On its website, Off-White says: “Through customisable everyday essentials, collaborative experiences, and ongoing creative exchange, it empowers a new generation to participate in culture, rather than simply consume it.”

“Conceived as a purposeful work in progress, L/AB c/o Off-White encourages experimentation, collective creativity, and the continual recoding of culture.”

Cristiano Fagnani, Off-White’s CEO, told WWD that the line’s target audience are Gen Z and that it is designed as “a toolkit” and “a wardrobe you can build on and keep mixing and matching over time.”

“Off-White has always been built as an open platform that aims to make itself available in terms of product to the widest possible range of consumers and communities,” he added.

While North America will be the primary market, distribution will also span Europe, Asia and other markets.

Brand architecture and history

L/AB, which Off-White says stands for “Laboratory of Fun”, is positioned around sport, music and fashion, with a focus on community sports, open street tournaments and campus collection drops.

Off-White’s own site frames the project as a brand “for the next generation of creatives, cultural catalysts and emerging talent”.

The diffusion line follows an earlier lower-priced Off-White project. In 2018, the brand introduced Off-White For All, which offered accessibly priced unisex hoodies and graphic T-shirts aimed at Millennials. That project has since been retired. Fagnani framed L/AB as a more developed effort.

“In a way, we’ve been warming up for this

Off-White has introduced L/AB—its first dedicated diffusion line—targeting Gen Z with affordable, sport-inspired staples priced from $45 to $220 (£34–£166).

This contrasts sharply with Off-White’s core offerings, which start at $175 and soar to $4,000 (£132–£3,025). L/AB will launch globally via online platforms, streetwear boutiques, and wholesale channels, with two annual seasonal collections supplemented by market-specific drops.

Designed as urban wearwear essentials, the L/AB collection features T-shirts, hoodies, tracksuits, sneakers, underwear, and select outerwear. Off-White describes it as “a toolkit for cultural participation,” encouraging consumers to co-create through customization and collaboration.

“L/AB is a living experiment in collective creativity,” says Off-White. “We want customers to redefine streetwear as a dynamic cultural language, not just a purchase.”

CEO Cristiano Fagnani emphasized the line’s alignment with Gen Z’s values: “L/AB is an open platform for self-expression. Its Wardrobe is meant to evolve with its users over time.”

While North America drives initial distribution, the line will expand to Europe, Asia, and beyond. L/AB’s identity—rooted in “Laboratory of Fun”—also ties to Off-White’s history of bridging sport, music, and fashion, including initiatives like 2018’s Off-White For All, now retired after a decade of testing lower-priced streetwear concepts.

Bluestar Alliance CEO Joey Gabbay framed L/AB as “an evolution of Off-White’s mission,” highlighting its role in fostering creative communities. The diffusion line’s strategy blends nostalgia (via repurposed concepts) with fresh experimentation, positioning the brand as a flexible, youth-centric force in contemporary culture.

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