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What to Watch: How Emerging Streetwear Brands Are Navigating 2018

What’s next for streetwear? Critics of the category say the frenzy — see ComplexCon or the crowds that form around Supreme every week — is unsustainable and unhealthy for the market. Newer brands, meanwhile, believe it’s an ideal time to expand their businesses. Here, three young streetwear brands detail how they will approach the year and what they believe is in the pipeline for the category.
Guillermo Andrade opened his Los Angeles concept store, FourTwoFour, which is located on Fairfax, in 2010. He sold pieces from Fear of God along with more established firms such as Rick Owens and Thom Browne. By 2014, Andrade started his own line, 424, that’s been picked up by retailers including Barneys New York and SSENSE.
WWD: What do you think about the current state of streetwear?
Guillermo Andrade: It seems to me that it is very positive. The amount of opportunity out there for a young brand like mine is exponential.
WWD: How do you plan on navigating the industry in 2018?
G.A.: Amongst the sea of hype and all the noise around hot brands, there is one thing that cannot be forgotten and that is product is king. I will continue to focus on the product as well

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