424's Guillermo Andrade on Brand Authenticity in a World of Digital Noise

A cult favorite in the world of streetwear, Guillermo Andrade's 424 label -- which initially began as an offshoot of his Fairfax boutique FourTwoFour -- has become the go-to brand for Instagram influencers worldwide, with its distinctive red armband becoming the signifier of somebody in the know. But as with all things that blow up in our digital world come challenges to brand authenticity. Andrade has expertly navigated these challenges, keeping the voice of 424 while growing his label at a hea...