Is Off-White™ the hottest brand in the world?

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Off-White™ is now officially the hottest brand in the world, according to Lyst’s yearly Index. Virgil Abloh’s label surpassed Gucci and Balenciaga on the list, rising 33 places overall. In addition to this, the brand is responsible for three out of 20 of the products on the 20 hottest product lists. Another brand that saw a bump was Nike, which moved up four places to be in 4th.

The likes of Prada and Yeezy also moved up the rankings by five spots, both entering the top ten. On top of the hottest men’s product list was Off-White™ x Nike Presto, followed closely by the Yeezy BOOST 350 V2 Sneaker. The other trend was the world cup, which led to a 300% increase in searches for the England jersey. You can see the full list over at Lyst’s website.