10x10: Icons Reimagined

Off-White handed the house over. Rather than one creative director holding a singular vision, they invited ten independent creatives - each with an existing relationship to the brand - and tasked each with owning one specific icon from the archive. Guillermo Andrade takes DENIM, framing his brief around Virgil as personal friend and creative muse. Veneda Carter takes WOMENSWEAR. Raul Lopez takes BAGS. Kid Cudi takes SNEAKERS. Stéphane Ashpool takes VARSITY. The format itself is the statement: that a brand can stay alive and stay relevant by genuinely sharing authorship rather than protecting it. Off-White describes itself as an open-source platform - and this project is proof they meant it. Every creator brought a strong point of view and the courage to apply it. That takes confidence in the foundation.

Beginning in May 2026 and continuing through April 2027, the 10x10 project unfolds through a series of global events that transform each release into a cultural moment. The campaign moves city to city like a traveling manifesto, celebrating collaboration, experimentation, and community.

More than a retrospective, 10x10 becomes a statement about evolution. Off WhiteTM reminds us that true icons are never finished. They survive because they invite reinterpretation. They belong to the next generation the moment they are created.

In the world of Off WhiteTM, icons were never meant to live behind glass. They were made to move through streets, through music, through memory, constantly reshaped by the people who wear them. With 10x10: Icons Reimagined, the brand opens its archive not as a museum, but as a challenge.

Ten of the most recognizable Off WhiteTM pieces return as blank canvases, handed to ten creatives whose histories already intersect with the spirit of the label. Each designer, artist, musician, and image maker approaches their icon not with nostalgia, but with instinct. The result is less a collaboration and more a conversation about what happens when legacy refuses to stand still.

From Scott Mescudi and A$AP Nast to Ava Nirui, Raul Lopez, Guillermo Andrade, and Yuta Hosokawa, the collective represents different corners of culture connected by a shared willingness to disrupt expectation. Alongside them, Renell Medrano, Veneda Carter, Stéphane Ashpool, and Bafic bring perspectives shaped by photography, styling, nightlife, and contemporary art.

What unites them is not aesthetics alone, but attitude. Every participant understands the codes that built Off WhiteTM while refusing to preserve them unchanged. They cut into familiar silhouettes, distort meaning, remix proportion, and challenge the very idea of permanence. In their hands, the archive becomes alive again.