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Tristan Thompson. It doesnât hurt to include some good press when establishing the validity of your brand. It doesnât hurt to include some good press when establishing the validity of your brand. A declaration by Mr. Abloh in one lawsuit notes that âLyst named Off-White as the âhottest fashion brand in the World.ââ A declaration by Mr. Abloh in one lawsuit notes that âLyst named Off-White as the âhottest fashion brand in the World.ââ The exhibits to that lawsuit are a testament to hotness. The exhibits to that lawsuit are a testament to hotness. They include screenshots of a GQ article titled: âOff-Whiteâs Virgil Abloh Is the Creative Director Everyone Wants to Be.â (Press clips bolster a brandâs argument in court that its trademarks are legitimate and widely recognized.) ....