Off-White™ launches New Sneaker BE RIGHT BACK
Off-White™ launches “BE RIGHT BACK”, the new sneaker that encourages you to “BE WELL” by leaning into life’s grey areas, whatever that means to you.
Milan, 23 May 2024 —Off-White™ returns to the footwear game with the “BE RIGHT BACK” (BRB) sneaker, a shoe that invites you to tune out the noise and lean into life’s “grey areas,” the prosaic moments that take you from where you’ve been to where you’re going, from who you’ve been to who you’ll become. It encourages you to commit to yourself, whilst empowering others. It facilitates “you time” so that you return to whatever comes next energized, as your best self.
The “BRB” sneaker is here for all of it.
A sequel and complementary contrast to the brand’s “OUT OF OFFICE” sneaker, which was designed by Off-White™ founder Virgil Abloh and launched in 2020, “BRB” is a shoe for tapping into your true potential, whatever that means to you. Specifically, it encourages its wearer to “BE WELL.”
Reflective of the brand’s irreverent DNA, “BE WELL” flips the ubiquitous notion of “wellness” on its head. It argues that holistic wellbeing is as readily achieved by turning on as it is by turning off — that a night on the dance floor can provide as much inspiration as an hour’s meditation. It’s less about doing the “right thing” than doing what’s fundamentally right for you.
The sneaker itself takes design cues from ’90s performance running shoes, parlaying them into an everyday silhouette for a non-prescriptive life. Situated at the intersection of sport and style, “BRB” has a graphic low-top upper that pairs mesh and rubberized leather with iconic Off-White™ codes, including Bookish typography, a zip tie, and a new take on the brand’s signature Arrow, which adds a sense of velocity to the shoe that’s heightened by its lightweight runner sole. Featuring 11 colorways, the “BRB” collection invites self-expression, while four additional limited-edition, destination-inspired colorways honor where the shoe will debut, in New York, Miami, Milan, and Paris.
Branded as a “RETREAT,” the debut event underscores Off-White™’s call to “BE WELL,” welcoming guests into a series of spaces that invite them to revel in the present as they move towards the future. The first space, “THE CLEANSE,” encourages them to leave the outside world behind via a scented, spa-like environment. Next, the “RECESS ROOM” turns up the volume with a bar and social space that prepares them for the dance floor and refuels them throughout the night. Finally, “THE WORKOUT” amplifies the experience with its rave-like vibes and transcendent frequency. The first “RETREAT” takes place in New York on May 22nd, in the amazing location of DCTV in Lafayette Street, with Off-White™ store activations in Miami following on May 30th, Milan on June 18th, and Paris on June 21st, during Fete de la Musique.
Limited-edition New York “BE RIGHT BACK” colorway will be available from May 22nd both in store and at www.off—white.com and will be followed by Miami, Milan, and Paris colorways in the following weeks.
September will be the official launch for the remaining 11 colorways, available worldwide.
All images Off-White™ launches New Sneaker BE RIGHT BACK by Off-White
PR Agency Lucien Pages Communication