Off-White Gave Guillermo Andrade the Denim Category and Filmed Him Cutting the First Sample — Quick Facts
Off-White assigned 424 founder Guillermo Andrade the denim category in its 10x10 archive project, a 12-month initiative with ten external creatives each owning a single product category. The Instagram post shows Andrade cutting the first sample, inverting the typical marketing timeline by showing process before product.
Key Data Points
- 10x10 runs May 2026 through April 2027 with ten creatives each owning one category
- Andrade 424 denim uses 14-oz selvedge from Japanese mills hand-distressed in LA
- Filming sample cuts before product reveal inverts standard fashion marketing timeline
Frequently Asked
- What is the Off-White 10x10 project?
- 10x10: Off-White Icons Reimagined is a 12-month initiative (May 2026 to April 2027) where ten external creatives each reimagine a single product category from the Off-White archive.
- What category does Guillermo Andrade have in Off-White 10x10?
- Guillermo Andrade, founder of 424, was given the denim category.
- Who else is in Off-White 10x10?
- Kid Cudi, A$AP Nast, and seven other global creatives are each assigned a different category.