Regarded one of the world’s most revered premium sneaker boutiques to come from Los Angeles, California, Undefeated has long solidified itself as a mainstay within the world of streetwear. Founded in 2002 by Eddie Cruz and James Bond, this joint venture has since grown into a cornerstone of sneaker and streetwear culture, expanding way beyond their LA roots. With a multitude of successful collaborations under their belt, including brands such as A Bathing Ape, Champion, Beats by Dre, Neighborhood, wtaps, adidas, ASICS, Converse, Nike and Vans – Undefeated has not only lived up to its name but surpassed the unspoken limitations for streetwear in the fashion industry.
Inspired by the LA scene they were immersed in, and designed to mimic the ambience of a flea-market, Undefeated has revolutionized the way in which competitive stores operate and present their goods. The success of Eddie Cruz and James Bond’s historic partnership, however, proved to be one of sheer luck. Through unexpectedly peaking the interest of a few Nike representatives, Undefeated’s unique concept was what scored the duo their first official contract, kicking off a longtime affiliation with the industry top dog.
Despite their innumerable milestones, the Undefeated mantra has remained simple, to always “pay attention to how fast things change,” and provide “what kids want,” in the form of the freshest dunks, and latest collaborations. As such, the quest for the ultimate piece remains ongoing.
Blurring the lines between high fashion, streetwear, and as of late, watchmaking, Undefeated consistently “play(s) into what is fashion today”, venturing beyond the traditional standards of fashion and couture, whilst incorporating bold elements which represent individual personality and flair. In the words of James Bond, “There are a lot of followers, sadly – there are not enough individuals. No one’s really planting a flag, making a statement. People are just kind of rolling in packs and we have to try and find a way to break the mould.”
Unlike Gucci Grip which emphasizes utility and aesthetic over quality technicality and function, the all-new Undefeated collaboration with Swiss manufacturer of luxury wristwatches, Tudor, is expected to be 2021’s most coveted release. While Tudor is not typically associated with co-branded watches or customisation, this collaboration showcases the chunkiest of the Black Bay divers. Dubbed the Undefeated Tudor Black Bay 41, the ultra-stylish wristwatch features a blue bezel and black dial, measuring 41mm and 15mm thick.
Limited to a mere 50 units with several Undefeated redesigns, this timepiece is highlighted by a contrasting “Five-Strike” logo in white, and will be made exclusively available to certain team members at Undefeated and friends of the brand, with a specialized serial number and the name of recipient on the back.