Coming off the high of his Spring 2018 collection inspired by the late Princess Diana and the release of his sought after collaborations—“The Ten” Sneakers  and Warby Parker x Off-White Sunglasses— it’s safe to say that 2017 has been an amazing year for designer Virgil Abloh.

In addition to being the creative genius behind cult label Off-White, Abloh is an influential DJ and Kanye West’s creative director. The young visionary recently sat down with The New York Times for its latest installment of “In the Studio.” Speaking candidly about the origins of his brand, Abloh provides insight into his creative process and overall vision of creating a luxury fashion house for millennials.

“Off-White might be one of the first brands that was truly built on social media.”

We learn that the burgeoning talent  is unlike any other creative director. Traveling an average of eight times a week, he has no physical desk at the Off-White headquarters in Italy. Redefining the meaning of luxury through his unique take on sportswear, Abloh has capitalized on updated versions of casual staples like hoodies, tees and sweats.

“Off-White might be one of the first brands that was truly built on social media,” says Abloh. Take a look at the insightful and inspiring video above to gain a better understanding of the “laboratory” that is Off-White.

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