LVMH sold luxury-streetwear brand Off-White to New York-based brand management company Bluestar Alliance for an undisclosed sum, three years after its first investment in the label founded by American designer Virgil Abloh.

Off-White has been begging for a fresh start, especially after recently presenting for the first time ever at New York Fashion Week. CEO Cristiano Fagnani wants the brand to return to its streetwear roots, collaborating with Nike again instead of the luxury brands that LVMH tried to position it with.

LVMH was reported to have bought a majority stake in Off-White back in July 2021. At the time, Abloh had been designing for the LVMH-owned Louis Vuitton for three years. Abloh, 41, died in November 2021 after a two-year battle with a rare type of cancer.

LVMH sold luxury-streetwear brand Off-White to New York-based brand management company Bluestar Alliance for an undisclosed sum.

French luxury group LVMH has sold the streetwear brand Off-White founded by the late designer Virgil Abloh to a brand management company. LVMH would not disclose the terms of the deal with New-York based Bluestar Alliance,

Shares of LVMH Moët Hennessy Louis Vuitton, or LVMH ($FR:MC), fell over 1% as of writing after it agreed to sell Off-White LLC to the U.S.-based

Bluestar Alliance owns, manages, and markets a portfolio of consumer brands ranging from Hurley, Scotch & Soda and Bebe, to Elie Tahari, Catherine Malandrino and Nanette Lepore, among others.