By  on November 16, 2016
Five Four founders Andres Izquieta and Dee Murthy

LOS ANGELES — The word "pivot" is often overused in tech, but there’s no other way to more accurately describe what Andres Izquieta and Dee Murthy have done with their digital men's company Five Four.

The two owners of the Los Angeles firm are readying for the launch of two brands that push the business into new categories. First up next month is the launch of the streetwear-inspired activewear brand Grand Athletic Club. T-shirts will be priced from $18 to $22, shorts $29 to $35 and outerwear $49 to $69.

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