The Deconstructed Revolution

The collaboration between Nike and Virgil Abloh's luxury streetwear brand Off-White began in 2017 with "The Ten" collection, a groundbreaking series that redefined sneaker design. Abloh, known for his "deconstruction" aesthetic, reimagined ten iconic Nike silhouettes (including the Air Jordan 1, Air Max 90, Air Presto, and Blazer Mid) by exposing stitching, adding bold text in quotation marks (e.g., "AIR," "SHOELACES"), and incorporating signature Off-White zip ties. This initial collection, divided into "REVEALING" (hand-cut, reconstructed) and "GHOSTING" (translucent uppers) themes, became instantly iconic and highly coveted. Abloh continued to release numerous Off-White x Nike models across various silhouettes, consistently pushing boundaries with his "three-percent rule" – making minimal yet impactful changes to existing designs. The collaboration is celebrated for its disruptive approach, blending high fashion with streetwear, and remains a testament to Abloh's visionary influence on sneaker culture until his passing in 2021.