Highsnobiety

Undefeated

ESTABLISHED

2002

HQ

Los Angeles, CA, USA

FOUNDER

James Bond & Eddie Cruz

BIO

Though Undefeated is now one of the most recognized streetwear brands in the world, it started from humble beginnings. Sneaker culture might be a global phenomenon today, but in the early ‘00s, it was still an incredibly niche, underground movement. James Bond and Eddie Cruz had the idea to open a sneaker boutique in Los Angeles geared towards collectors of rare and unique sneakers, working with artists and like-minded individuals to create customized shoes and collaborative editions. Their early work had a huge influence on the evolution of sneaker culture in the years that followed. As you might expect, Undefeated have played a pivotal role in every sneaker trend that’s passed over the past 15 years. They created several collaborative Nike SB Dunk silhouettes during the Dunk hype, have collaborated with adidas’ top-tier Consortium project on multiple occasions, and their military-inspired Air Jordan 4 collaborative model is one of the most coveted special-edition sneakers of all time; in 2016, a pair sold for over $18,000. Undefeated have not limited their collaborations to the usual sneaker brands, however; throughout their history they have worked with New Balance, Converse, Pro-Keds, Timberland, and have even created their own take on luxury Japanese streetwear brand Visvim’s iconic FBT silhouette. True to their retail roots, the brand continues to operate sneaker stores in Los Angeles and Las Vegas, as well as operating several stores in Japan. A few years into their success, Undefeated expanded into streetwear, creating their own in-house brand. Known for their familiar “tally mark” logo, symbolizing a series of defeated opponents, Undefeated (or UNDFTD as it has also come to be known) specializes in classic streetwear pieces such as caps, t-shirts, sweats and so on. They have also collaborated with numerous streetwear brands such as Champion, Bape and Patta. True to their retail roots, Undefeated continues to operate sneaker stores in Los Angeles and Las Vegas, as well as operating several stores in Japan.

2000s

In 2002, Undefeated was founded by James Bond and Eddie Cruz in Los Angeles, California. The main idea was to open a sneaker boutique in Los Angeles geared towards collectors of rare and unique sneakers, working with artists and like-minded individuals to create customized shoes and collaborative editions. 

Undefeated gains popularity in the early 2000s with the release of its collaborations with NIKE on the Dunk High sneakers. They created several collaborative Nike SB Dunk silhouettes during the Dunk hype, have collaborated with adidas’ top-tier Consortium project on multiple occasions.

2013

Undefeated opened its first international store in Tokyo, Japan.

2016

A pair of their military-inspired Air Jordan 4 collaborative model, one of the most coveted special-edition sneakers of all time, sold for over $18,000.

Latest Stories

  • From ASICS to HOKA, Browse This Week’s Best Sneaker Releases

    • Sneakers
  • The Jordan Brand's First-Ever Sneaker Collab Is Making a Comeback

    • Sneakers
  • Here's Why Undefeated’s New Watch Costs $55,000

    • Watches
  • Thanks to James Bond, Mclaren's Indy 500 Cars Remain UNDEFEATED

    • Culture
  • Read it and Weep – the UNDEFEATED x Nike Air Jordan 4 Isn't Coming Back

  • UNDEFEATED Chops the Top Off the Converse Chuck ’70

    • Selects
  • UNDEFEATED’s ”5 on It” Pack Drops Again This Week

  • UNDEFEATED’s Second “Dunk vs AF1” Pack Is Impossibly Better Than the First

  • One UNDEFEATED x Nike Dunk Low Is Not Enough

  • You Already Have Another Chance to Cop UNDEFEATED's "Hall of Fame" Kobes

    • Selects
  • The New NBHD x UNDFTD x adidas Collab Is ZX-Cellent

  • UNDEFEATED's Nike Kobe 4 Protros Are Re-Releasing Today

  • Here Are the Retailers Stocking the Nike Air Max 90 "Bacon" Re-Release

  • UNDEFEATED’s Third Air Max 97 Colorway Is Also Its Cleanest

    • Selects
  • UNDEFEATED Is Dropping Two Fresh Colorways of Its Air Max 97 Collab Today

    • Selects
  • New UNDEFEATED x Nike Air Max 97s Might Be Dropping Soon

  • BAPE, UNDFTD & adidas Align for New ZX 8000 Colorways

  • We Could Be Getting Three More UNDEFEATED Air Max 97s This Year

  • Here's a Closer Look at the Black UNDEFEATED x Nike Air Max 90

    • Selects
  • UNDEFEATED and Nike Are Set to Team Up on Another Set of Nike Kobe Protros

  • Carhartt WIP Opens LA Flagship and Drops Exclusive In-Store Collabs With La Brea Neighbors

    • Style
  • Take an Official Look at Four More Colorways of UNDEFEATED’s Celebratory Air Max 90 Pack

  • UNDEFEATED's Spring Drop Was Part Inspired by Andre Agassi

    • Style
  • UNDEFEATED Returns With More Sportswear Heat for Holiday 2018

    • Style
  • This Video Shows the 10 Most Valuable Sneakers of 2018 Q3

  • UNDEFEATED & adidas Link Up for "Core Power" FW18 Collection

    • Style
  • Here’s Every Piece From the UNDEFEATED x BAPE x Timberland Collab

    • Selects
  • UNDEFEATED Debuts High-Speed Gumball 3000 Motor Rally Capsule

  • UNDEFEATED Takes to San Francisco for Summer 2018 Editorial

    • Style
  • The Very Best Fashion, Streetwear and Sneaker Stores in Tokyo

  • Undefeated Holiday 2014 Lookbook

    • Style
  • adidas Consortium x Undefeated x NEIGHBORHOOD Spring/Summer 2014 Capsule Collection

  • UNDFTD x Puma Clyde 'Neoprene'

Undefeated Highlights

  • Here's a Closer Look at the Black UNDEFEATED x Nike Air Max 90

    • Selects
  • Thanks to James Bond, Mclaren's Indy 500 Cars Remain UNDEFEATED

    • Culture
  • One UNDEFEATED x Nike Dunk Low Is Not Enough

  • Here's Why Undefeated’s New Watch Costs $55,000

    • Watches
  • UNDEFEATED's Nike Kobe 4 Protros Are Re-Releasing Today