The Off-White™ Arrow Facemask Is Officially the Hottest Men's Product in the World

Global fashion search platform Lyst has published its ranking of the world’s hottest fashion brands and products for Q1 of 2020.

The report for Q1 finds that Off-White™ is the world’s hottest brand for the third successive quarter, an impressive streak attributed to “the influence of younger shoppers who champion the label’s anti-establishment take on luxury.”

Balenciaga’s sobering “end of the world” themed FW20 show generated enough buzz to see the brand rise to second place, followed by Nike, which edges out Gucci from the top three for the first time since the Lyst index began. This tracks with a damning financial report from Kering.

Some new entries to the list of the hottest brands include Raf Simons, Thom Browne, Rick Owens, and Jacquemus, which saw social media mentions boosted by the caliber of world-famous supermodels walking in the brand’s Fall/ Winter 2020 show.

The index notes pop culture trends have had an immediate knock-on effect upon consumer habits, such as Anine Bing’s tiger sweatshirt being the fifth most popular women’s product following a 418 percent spike in page views after the release of Netflix series Tiger King: Murder, Mayhem and Madness. 

The effects of Covid-19 were more apparent in the index of hottest products for Q1, with Off-White™’s Arrow Logo Face mask topping the list. The report finds that “the $95 face mask sold out across retailers worldwide, but is currently listed for up to three times its original price on resale platforms,” exemplifying how Covid-19 is changing our perception of luxury must-haves.

Other hot products included a Loewe half-zip fleece, which saw search volumes bolstered after being worn by the likes of Timothée Chalamet and Justin Bieber.

Take a look at rankings for menswear below, and head over to Lyst for the full report.

Q1 2020 Hottest Men’s Brands

1. Off-White™
2. Balenciaga
3. Nike
4. Gucci
5. Prada
6. Moncler
7. Fendi
8. Valentino
9. Saint Laurent
10. Versace
11. Burberry
12. Stone Island
13. Bottega Veneta
14. Givenchy
15. Jacquemus
16. Vetements
17. Raf Simons
18. Loewe
19. Thom Browne
20. Rick Owens

Q1 2020 Hottest Men’s Products

1. Off-White Arrow logo face mask
2. Loewe Fleece zip sweater
3. Gucci x Disney hooded sweatshirt
4. Nike Kobe 4 Protro Carpe Diem sneakers
5. COMME des GARÇONS Play x Converse Chuck 70 high sneakers
6. Stone Island cargo trousers
7. Prada logo bolo tie
8. Asics gel-pulse 10 sneakers
9. Versace ‘I love baroque’ bathrobe
10. Thom Browne 4-bar jersey sweatshirt

To create the ranking, Lyst aggregates shopping behavior, engagement statistics, and social media information to reveal the most successful and talked about brands of each quarter. It should be noted that the forthcoming report for Q2 will better reflect the global impact of the pandemic, particularly how it pertains to consumers habits in Europe and North America.