MLS Leagues Cup Gets a Creative Advisor in 424’s Guillermo Andrade
14 days ago
in Culture
Words By Tayler Willson
Earlier this month, Major League Soccer (MLS) appointed Guillermo Andrade, the founder of streetwear label 424, as its first-ever creative advisor for the Leagues Cup.
Andrade’s role will involve creating and consulting on cultural and storytelling opportunities that intersect soccer, fashion, art, and design.
The Leagues Cup, a World Cup-style tournament featuring 47 clubs (18 from Mexico’s LIGA MX and 29 from MLS), will kick off in July 2023.
The tournament will be documented in a three-part Apple TV documentary.
MLS is currently in the best shape it has ever been, with a record attendance of over 10 million across the entire 2022 season.
Teams like Atlanta United FC, Charlotte FC, and Seattle Sounders averaged over 30,000 fans per match.
Andrade, who immigrated to California from Guatemala, sees his role at MLS as an opportunity to amplify the growing power of North American soccer and share his own story.
As the founder of streetwear boutique 424, Andrade aims to create a unique and unforgettable Leagues Cup experience that will engage new fans.
His goal is for the tournament to be remembered as the first of many great tournaments, featuring a range of stylish and accessible products.
Guillermo Andrade has made a name for himself in the Los Angeles streetwear scene since founding 424 in 2014.
His work extends beyond fashion, often crossing over into music and wider sub-cultures.
With his new role at MLS, Andrade aims to blend soccer, fashion, art, and design in a way that celebrates the sport and his own love affair with it..
