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Everyday, we post some of the most unique sneakers that generate buzz and get people talking around the world. Whether it’s the colorway, inspiration, or even nostalgia, shoes speak<\/em> to us. Especially in sneaker culture, shoes give us a sense of self and we identify with them like hip-hop music. It’s almost like an exclusive club and sneaker brands are fully aware of our need to find comfort in knowing that there’s a small likelihood that someone else will be wearing our shoe when we step outside. So where do sneakerheads like our readers go to find these limited kicks?<\/p>\n There’s a good chance that you’ll find them at Undefeated, one of the most recognized sneaker boutiques in the world. Whether its the latest colorway or a highly-anticipated ultra-rare release, it’s almost guaranteed that you can find it at one of the five Undefeated locations across the globe along with a line of kids 50 deep.<\/p>\n We got a chance to chat with Eddie Cruz<\/strong>, a co-owner of Undefeated, to discuss topics that include the future of the sneaker industry and the highly-coveted UNDFTD Air Jordan IV.<\/p>\n Check out the interview after the jump.<\/p>\n <\/p>\n \n Undefeated LA<\/em><\/p>\n Snkrs Day: Thanks for taking the time to chat with us. You’re a co-owner of Undefeated, but you’ve also been in the streetwear industry for years having a hand in major brands like Union, Stussy, and Supreme. Tell us a little bit about yourself and your background in footwear.<\/strong><\/p>\n Eddie Cruz: You’re very welcome, it’s my pleasure. I grew up on the streets of NY during the late 80’s and early 90’s. Although I regret it now, school wasn’t really for me. To stay on point, I rolled with heads that were running the downtown scene. That’s where I got my education. Since then, I’ve managed to create and maintain a business based on good friendships and just living the lifestyle.<\/p>\n To the readers that might not know, what is the concept behind Undefeated and what inspired the brand? <\/strong><\/p>\n Undefeated is a well edited sneaker shop, carrying the best of what we feel major sneaker brands have to offer. We wanted to give people like you and me an environment that they could relate to in terms of music & art, and salespeople that understood our culture. Since then, we learned very fast that it takes more than just carrying sneakers to survive. Hence, we created a brand based on sports culture.<\/p>\n \n Undefeated Mural by Brent Rollins<\/em><\/p>\n Undefeated is unique because it focuses on sports but from a street\/urban perspective. What are the biggest challenges you face in maintaining the brand between the two? Also, as the brand expands into apparel, events, and music, how do you ensure that sneakers don’t get left out in the mix?<\/strong><\/p>\n My partner James Bond and I have made a conscious effort to let sneakers take precedence over anything else. With regards to sports, it’s very simple. We are the biggest sports fanatics in the world. Every sport. With the Undefeated brand, we pretty much let sports and military culture influence the design.<\/p>\n \n Gold Entourage Nike Air Force 1s “Fukijamas”<\/em><\/p>\n With six locations worldwide, the AT&T commercial, and the Entourage episode, Undefeated reach goes beyond the sneaker community. As one of the first sneaker boutiques, how has the market changed from the earlier days? How do you measure success and where do you see the market heading? <\/strong><\/p>\n Major sneaker brands were making fresh sh*t. It was a natural thing. Now-a-days, they have created different tiers for sneakerheads. This worked for a while, but now it seems forced and played out. People want non-descript, wearable kicks. With regards to how I measure success, if you’re happy with what you’re doing, and you’re making an honest living, you’ve won. I think younger sneaker brands like Clae and Supra have tapped into something that kids want. It’s easier for smaller companies to stay on point because they work closer to the seasons. The majors are like 18 months out.?? Feel me?<\/p>\n <\/p>\n \n Upcoming UNDFTD x Converse Poorman’s Weapon<\/em><\/p>\n What are the hurdles in keeping this focus all the while keeping the brand fresh and relevant? <\/strong><\/p>\n It all starts at our home base between my partner and I. We have weekly meetings with the manager of each shop and are constantly sending out Emails updating them on projects, new product, etc…..?? We have a good team.<\/p>\n Any current trends that you think will have a huge impact on the future? Any you find annoying and\/or negative? <\/strong><\/p>\n It’s hard to predict the future. I really just try to go with the flow and keep my eye on the ball. I personally let music dictate whatever it is I make. At this point of my life, nothing annoys me. I really don’t pay too much attention to what other people are doing. I just keep my blinders on and do whatever I feel is right. It’s better that way. So far so good.<\/p>\n \n Lineup for the McFly Hyperdunk release<\/em><\/p>\n Sometimes it’s frustrating for sneaker fans (myself included) who don’t live in areas like LA or NYC that usually get the exclusive drops and we end up having to shell out the dough on the Internet. What do you feel about the business of reselling on the web? Here’s my take. If kids can get there hustle on by selling kicks, then I’m all for it. It’s the same game in the art world. For most kids, it’s an honest living. When the days of this kind of demand are over, that’s when I’ll be worried. Feel me?<\/p>\n <\/p>\n \n Air Jordan IV UNFTD<\/em><\/p>\n Undefeated has a number of collaborations under its belt, but one of the most sought after is the UNDFTD x Air Jordan IV.?? How did it come to life and what it was like to collaborate on a Jordan signature shoe?<\/strong><\/p>\n Mark Parker, Tinker Hatfield, and Lance Armstrong came by the Undefeated La Brea shop. Tinker asked me what my favorite kick of all time was, and I told him I loved the AJ4’s! So, he picked up the phone on the spot and called someone at the Nike Campus. While on the phone, he asked me what I had in mind – I had to think fast, so I showed him my BlackBerry, which at the time was in a bluish color. A few weeks later, I saw the sample. They were inspired by the Blackberry.<\/p>\n I honestly wasn’t feeling them though so I asked if I could come up with another concept. I’m really into military sh*t, so I took a MA1 jacket and applied the colors to the Air Jordan. Olive green with an orange lining. I called them the “MA-AJ-4’s”. In order to sell them in a fair diplomatic way, I created an auction site to sell them and they averaged about $4000 a pair. The other pairs were sold by raffle – the Undefeated shops got some pairs and I gave Union NY, Mad Hectic in Japan and Foot Patrol in London 5 pairs each.<\/p>\n \n Undefeated Billboard Project with KAWS<\/em><\/p>\n Out of all the collaborative projects that UNDFTD has taken part in, which have been the most enjoyable?<\/strong><\/p>\n I love working with artists. I probably took it for granted at the time, but our collaboration with KAWS was great. It’s cool to see brilliant artist interpretation of our brand. He did a billboard for us a few years ago.<\/p>\n What can we expect from Undefeated in the near future?<\/strong><\/p>\n We’re going to keep it moving. Lots of sneaker projects, artist collaborations and events. I’d like to tune up all current Undefeated shops and improve our web game. Feel me?<\/p>\n \n Upcoming UNDFTD x Reebok Pump Fury based on the Daft Punk helmet<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Everyday, we post some of the most unique sneakers that generate buzz and get people talking around the world. Whether…<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[618,51],"tags":[],"cultivate_rss":[],"class_list":{"2":"type-post"},"acf":[],"yoast_head":"\n
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