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 50to01 proudly presents, As we know it.
The latest addition to our collection of our feature films. As we know it was born unintentionally during a really busy year for us. We were getting out for sessions, and as always the camera was coming along too. I knew i was filming for something but i didn't know what... with being so busy, I wasn't getting time to snip up the footage - there's been a lot of travelling and digging projects going on... initially i was feeling behind whilst sat on a growing mountain of footage, that was until it dawned on me that i wasn't behind at all... i was actually ahead, unknowingly laying the foundations of the next project. As we know it felt fitting because, well, this is biking... As we know it. Lots of love from us all at 50to01, thankyou for supporting us, it feels good that we can bring you a gift like this.

Off-White c/o Virgil Abloh™ embarks on a new narrative where free thinking inspires a pioneering format for the future, where the age of imagination is the product of reality.

Inspired by Virgil’s vision and approach to his art, Off-White™ nourishes a collective of creative minds that represent the best in their category and have a strong and personal connection with Virgil. Ibrahim’s relationship with Virgil and Off-White™, born and nurtured through Instagram DMs, blossomed both personally and professionally over the last 3 years creating a strong bond based on mutual respect and shared values.

“Making a successful luxury brand in nine years is genius. It’s a feat that I admire and hope to continue building upon with a rich legacy. He revolutionised streetwear and luxury that crosses generations and decades. He showed the world that the underrepresented, the underdogs and Black people, in particular, have brilliant minds and can push and compete equally in the establishment. He inspired hope and brought about change.” - Ibrahim Kamara, Art&Image Director Off-White™