The Mystery Mogul Behind Off-White
In the world of luxury streetwear, few names resonate as powerfully as Off-White. Founded by the late Virgil Abloh, the brand has become synonymous with a unique blend of high fashion and street culture. However, behind the scenes lies a lesser-known figure whose influence is equally significant: Davide De Giglio, co-founder of the Milanese holding company New Guards Group. This opaque entity has not only propelled Off-White into the stratosphere of fashion but has also birthed a collection of other highly sought-after brands, including Palm Angels, County of Milan, and Heron Preston. In his first-ever interview, De Giglio sheds light on his journey, revealing the strategies that have led to an anticipated €420 million in sales this year.
New Guards Group was established in 2015 and quickly became a powerhouse in the luxury streetwear segment. The company operates with a unique business model that focuses on nurturing and scaling brands that resonate with a younger, fashion-forward audience. De Giglio, a graduate of Bocconi University in Milan, has a background in finance and strategic management, which has proven invaluable in navigating the complexities of the fashion industry.
In an industry often marked by rapid changes and trends, De Giglio’s approach has been surprisingly methodical. He emphasizes the importance of building strong relationships with creative talent. Working closely with designers and artists, New Guards Group provides the support and resources necessary for them to realize their visions. This collaborative environment has fostered a culture of innovation that keeps the brands fresh and relevant.
Off-White, in particular, exemplifies this philosophy. The brand’s iconic use of quotation marks, bold graphics, and deconstructed silhouettes has captivated a global audience. Under Abloh’s creative direction, Off-White transcended its streetwear roots to become a luxury brand in its own right, with collaborations spanning from Nike to IKEA. De Giglio credits Abloh’s vision as a key factor in the brand’s success. “Virgil had an extraordinary ability to connect with his audience,” he notes. “He understood the cultural landscape and tapped into what the younger generation was looking for.”
But the success of Off-White is not solely attributed to Abloh. De Giglio has been instrumental in establishing the operational backbone that supports the brand’s rapid growth. He recognizes the importance of efficient supply chain management, which allows for flexibility in production and distribution. This agility is critical in the fast-paced world of fashion, where consumer preferences can shift overnight.
Moreover, New Guards Group’s strategy extends beyond just operational efficiency. The company has adopted a direct-to-consumer model that capitalizes on e-commerce. By leveraging digital platforms, they have successfully reached a broader audience while maintaining control over brand narrative and customer experience. This strategy is particularly effective in the luxury market, where exclusivity and storytelling play significant roles in consumer decision-making.
As the streetwear market continues to expand, competition is fierce. Brands such as Fear of God and A Bathing Ape are also vying for the attention of fashion enthusiasts. However, De Giglio remains confident in New Guards Group’s ability to adapt and innovate. He believes that the key to sustained success lies in continually evolving the brand offerings while staying true to their core values.
Beyond financial metrics, De Giglio is committed to creating a positive impact within the fashion industry. He advocates for sustainability and ethical practices, recognizing the growing consumer demand for responsible fashion. New Guards Group is exploring ways to incorporate sustainable materials and production methods into their brands without compromising on quality or design.
Looking ahead, De Giglio is focused on the future of New Guards Group and its portfolio of brands. With a projected €420 million in sales this year, the company is poised for continued growth. He acknowledges the challenges ahead, particularly in maintaining relevance in an ever-changing market. “The key is to listen to our audience and adapt,” he emphasizes. “Fashion is not just about what you wear; it’s about how you feel and what you represent.”
In conclusion, Davide De Giglio’s story is a testament to the power of strategic thinking and collaboration in the fashion industry. As the mastermind behind New Guards Group, his vision extends beyond mere profit margins; it encompasses a commitment to innovation, sustainability, and cultural relevance. The legacy of Off-White and its sister brands will undoubtedly continue to shape the landscape of luxury streetwear for years to come.
retail, luxuryfashion, streetwear, businessstrategy, sustainability