Westside Gunn Critiques Off-White’s Collaboration with Costco

Westside Gunn critiques Off-White’s decline, referencing its Costco hoodies and honoring the late Virgil Abloh in his track ‘ZILLA’.

Westside Gunn is expressing strong opinions about the current state of Off-White in a recently released track titled “ZILLA,” produced by Denny LaFlare. The Buffalo rapper takes aim at the streetwear brand, stating, “Virgil rolling in his grave, they got Off-White in Costco.” This line resonates deeply considering his long-standing support and collaboration with the late Virgil Abloh, who served as art director for several of Gunn’s album covers, including his 2020 release Pray for Paris and 2023’s And Then You Pray for Me. The latter was released posthumously after Abloh’s passing in 2021.

Gunn’s lyric coincidentally references a recent incident where Costco Canada began offering Off-White pullover hoodies at a price of approximately $60 USD. This marked a dramatic shift in the brand’s pricing strategy, as Off-White’s typical retail prices range from $495 to $800, with rare archive pieces potentially reaching into the thousands. Following the announcement, the hoodies quickly disappeared from Costco’s website, and a corresponding social media post from Costco Canada was also removed.

In 2024, Bluestar Alliance, which acquired Off-White from LVMH, has promptly widened the brand’s pricing structure. Earlier this June, they launched a budget sub-label called “L/AB c/o Off-White”. This new line offers T-shirts, jackets, and sneakers priced below $200. Recently, this sub-label collaborated with Pac-Sun, highlighting its commitment to accessibility in fashion.

The collection, consisting of 41 pieces priced between $45 and $225, debuted at a SoHo flagship location on August 13. This launch featured interactive screen-printing and a live DJ, showcasing a fresh, vibrant approach to engaging with fans.

In a world of ever-evolving fashion trends and shifting brand images, Westside Gunn’s critique serves as a poignant reminder of the legacy Virgil Abloh left behind and how his vision continues to resonate through ongoing discussions about brand integrity and value.