Photography by Billy Farrell/Owen Kolasinski/REX/Shutterstock

Off-White Has Been Crowned the Most Popular Brand in the World

As a fashion journalist who regularly compiles a roundup of fashion-related news called ‘Here’s All the Fashion News You Missed this Week,’ I’ve noticed a distinct uptick in the amount of news related to Off-White within the last year. There was the frilly tutu that tennis champ Serena Williams wore to US Open, the IKEA rug collab, those unforgettable clear suitcases, plus the time there was a bona-fide riot outside of Off-White’s show at Paris Fashion Week.

In no small part thanks to its headline-grabbing ability, Off-White has ascended to the status of the “world’s hottest brand” as determined by the Lyst Index. The index is a quarterly ranking of fashion’s MVPs compiled from analyzing “the online shopping behaviour of more than 5 million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.” Rankings are determined not only by what consumers are searching for, but their social media clout. Naturally, Off-White’s status as a hypebeast brand played an important role in dethroning Gucci for the top spot.

Lyst revealed that searches for Off-White are up 14% across partner retail sites, and the brand jumped a whole 33 spots to secure top billing since last quarter.

In addition to the hottest brands index, the fashion search engine also releases a list of the ten hottest products for women and men. The retro Dior saddle bag nabbed the top spot on the list of the ten most covetable items for women, alongside Off-White’s logo belt, Gucci Flashtrek sneakers and surprisingly, Birkenstock’s Madrid sandal. (The Madrid sandal only has one leather strap, unlike the popular two-strap Arizona style of seasons past).

Perhaps Off-White will collaborate on a limited edition pair of Birkenstock Madrid sandals and the internet will, appropriately, explode.