Unmasking the Identity of Alfredo Andrade

office magazine caught up with the up-and-coming designer to talk about the future of facial recognition technologies, his journey, designs, and more.

Check out the interview and some of his designs below. 

You’re a pioneer when it comes to your designs. I mean, you started this back in 2018 well before covid hit 一 flash forward to now, so many up and coming designers and even high end designers are doing what you’ve been doing. What was the initial spark behind your creations and where did it all begin?

What initially interested me about masks in general was how they personally provided me with a portal from reality, and gave me a sense of security. I only wanted to start wearing masks because I thought I was being a rebel to a technology that has not affected the US yet, which was facial recognition technology and everything that comes with it.

Correct me if I’m wrong, but your work is a protest against facial recognition softwares that has been implemented all over the world. What sparked this rebellion against these softwares?

I remember reading about how in certain places you couldn’t jaywalk without getting a ticket in the mail a week later because your whole identity catalogue was sourced from a security camera nearby. Places where facial recognition technology is heavily implemented. I wanted to have the option to conceal my identity, for that will always belong to me.

How far do you think facial recognition technologies will advance in the next 10 years? Do you see yourself continuing this rebellion? In other words, how important is it to mask your identity?

I think we’re going to start seeing facial recognition technology everywhere, in everyday experiences. It’s going to be in cars, laptops, grocery stores, airports, and it’s already on your phone. I don’t think it’s going to be super imperative to mask your identity, however I think it will be important to steadily maintain ownership of your identity as these technologies become better.

These types of softwares have been implemented into all walks of life 一 whether it be through our phones, street cameras, literally anything now. How do you protect your identity behind closed doors 一 away from all public surveillance?

As dumb as it may sound, I do try to live a super low-key life. I don’t put too much of myself out into the world and I try to maintain a small group of friends. I’m careful with what I sign up for online, and I try to stay on top of how modern technology is changing our everyday lives.

Do you see your masks as a way to embody a different identity or is it something you want people to wear to accentuate the character beneath the mask?

So allegedly if someone is deemed attractive by society, they receive more attention…but If the opposite were true, then attention would come in abundance. Wearing a mask neutralizes that paradox. Freeing people from being categorized by their race, gender, or looks. I believe everyone nowadays wants to tap into some kind of alternative identity. Whether it be through a tattoo, dying your hair, or even wearing a cool mask over your head…I think people want to stand out in 2021.

We live in a world where it is imperative that we adopt a more sustainable mindset to reduce the waste of materials. Have you implemented sustainability into your work?

I grew up not having very much and being super conservative with what I did have. I never wasted food, clothes or anything growing up. My mom would always thrift and bring us home bags of clothes and that was like treasure to me. So I think that forever stuck with me, and it led me into all the upcycling I do now.

Your designs have a mixture of playfulness and innovation to them 一 it’s a peculiar type of chic glittered over with a forward-thinking mindset. What makes this such an irresistible combination for you and the consumer?

I want people to feel like a kid again. Playful designs matched with functionality and practicality. When someone wears my designs, I want them to feel like they just tapped into a higher level of existing. Everyone is a hero, we just need help tapping into it and letting it out.

I love the concepts of each design. How do you come up with these ideas and how long does one of your masks usually take to make?

My ideas come from everyday experiences, the good and the bad. Things like going outside, the internet, music, movies, friends, food…all these things help me create. I need to feel something to create, I can’t have it be so mechanical. I don’t normally remember how long it takes me to make a mask, but it all depends on how effectively I can execute my idea right away. It can be one hour or one day.

Aside from face masks and balaclavas, what other avenues of art do you explore, either for fun or monetary gain?

I draw, skateboard, take photos, paint, dance, and even practice parkour. I get bored fast, so experimenting with other mediums of art is really important to me. I do it less for monetary gain, and more for therapy. I know consistency pays off, so I try not to ever let monetary gain dilute the process of expressing myself through my art.

Where do you hope to take your designs in the near future? What can you tell us about any future collection you have coming out?

I have no idea what the future holds, definitely more masks…but I have faith in myself and in my trajectory. No one can take away the time and work I’ve put into my brand…I feel like things are only just beginning for me, and that is exciting.