Westside Gunn is sharing his unfiltered thoughts on the direction of Off-White following the passing of its founder, Virgil Abloh.
On “ZILLA,” a new track from Gunn produced by Denny LaFlare, the Buffalo rapper took aim at what he sees as the streetwear brand’s recent shift, rapping: “Virgil rolling in his grave, they got Off-White in Costco.”
Westside Gunn has been a longtime supporter and creative collaborator of Virgil Abloh. The late designer worked as the art director for several of Gunn’s album covers, including his 2020 project Pray for Paris and 2023’s And Then You Pray for Me. The latter arrived after Abloh’s passing in 2021. Abloh founded Off-White in 2013.
Gunn’s lyric appears to reference a recent development involving the brand: Costco Canada started selling Off-White pullover hoodies in March, with prices sitting around $60 USD. That marked a major contrast from the brand’s usual retail pricing, where pieces typically range between $495 and $800 on Off-White’s own website, while rare archive items can sell for thousands.
Shortly after reports surfaced about the Off-White hoodies being sold at Costco, the items were removed from the retailer’s website, and a social media post promoting them from Costco Canada was also deleted.
Bluestar Alliance, which purchased Off-White from LVMH in 2024, has been working to expand the brand’s pricing range. In June, the company introduced a more affordable sub-label called “L/AB c/o Off-White,” featuring T-shirts, jackets, and sneakers priced under $200 USD. The line recently released a collaboration with PacSun.
