Westside Gunn isn't holding back on his new song "ZILLA." The rapper takes direct aim at Off-White's current state, rapping that Virgil Abloh is rolling in his grave now that the brand has been seen in Costco.
The lyric points to a real moment from earlier this year. Costco Canada started carrying Off- White pullover hoodies back in March, priced around $60. That's a steep drop from the label's usual $495 to $800 retail range, and even further off from archive pieces that sell for thousands.
Those hoodies didn't stick around long either. They disappeared from Costco's website shortly after the story broke, and a related social media post from Costco Canada got taken down soon after.
Gunn's connection to Abloh runs deep, making the line hit harder than a typical outside critique. Abloh served as art director on two of Gunn's album covers, including 2020's Pray for Paris and 2023's And Then You Pray for Me. The second album dropped after Abloh's death back in 2021.
ZILLA is Gunn's latest release during a steady run of new music this year. The track's Off-White line has already sparked plenty of conversation online, with fans split between agreeing with Gunn's take and defending the brand's push toward wider accessibility.
Westside Gunn Takes Aim At Off-White
Off-White's ownership has shifted since Abloh's passing. Bluestar Alliance acquired the label from LVMH in 2024 and has since pushed to widen its price range across the board.
That strategy led to L/AB c/o Off-White, a budget sub-label launched in June with pieces under $200. It's already expanded through a Pac-Sun collaboration, bringing the brand into more accessible retail places than ever before.
For longtime fans and collaborators like Gunn, that shift reads as a departure from what made Off-White stand out originally. Abloh built the label on scarcity and high fashion crossover appeal, not big box retail.
Gunn's lyric shows a tension playing out across streetwear right now, balancing legacy against accessibility. Whether that works long term still remains to be seen.
