A Conversation with Undefeated’s Eddie Cruz
Posted by Peter Sim | Dec 12, 2008
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 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?
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.
We got a chance to chat with Eddie Cruz, a co-owner of Undefeated, to discuss topics that include the future of the sneaker industry and the highly-coveted UNDFTD Air Jordan IV.
Check out the interview after the jump.
Undefeated LA
Nice Kicks: 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.
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.
To the readers that might not know, what is the concept behind Undefeated and what inspired the brand?
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.
Undefeated Mural by Brent Rollins
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?
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.
Gold Entourage Nike Air Force 1s “Fukijamas”
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?
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?
Dec 12, 2008 at 5:38 pm
Great read.
I have always wondered how that Jordan IV collab came about.
Is it just me or has Nice Kicks become the hands down greatest sneaker site?! You guys are doing great things…PLEASE keep it up NK!
Dec 12, 2008 at 6:03 pm
Nice Interview. I am a huge fan of UNDFTD, and I’m all about taking a peak inside one of the owner’s heads.
Dec 12, 2008 at 6:12 pm
nice…..NICE!!! thanks guys.
Dec 12, 2008 at 7:00 pm
I have nothing but mad respect for Eddie and the whole undefeated fam. Much props to nice kicks for doing this interview - a great Friday read.
Dec 12, 2008 at 7:19 pm
how old is eddie cruz? I’ve been to undefeated once (Los Angeles) but they peoples didn’t help me at all, as if they’re all that cause they work there. *tsk tsk*
Dec 12, 2008 at 7:36 pm
LOL 4 grand please when i heard that while back i had no words to say they aren’t better then cement IV not even military IV my favorite
Dec 13, 2008 at 2:01 am
those af1’s are crazy… where can i cop/
Dec 13, 2008 at 9:52 am
i love those 4s and that new converse collab undefeated is a very fly store
Dec 13, 2008 at 2:42 pm
those AF1s are 50k
Dec 13, 2008 at 4:44 pm
just how many of those UDFTD 4s were made? just curious…
Dec 14, 2008 at 6:48 am
^^ 72 Pairs total I think….
Dec 14, 2008 at 9:52 am
I got a lot of respect for the company and im feeling a lot of their fitteds too…Been to the shop a few times, wasnt very pleased with the help there…Sort of felt like walking into Supreme, where everybody feels they have 1 up on you just cause they work at Supreme…Hype gets to peoples heads…
Ive never met Eddie though, seems like a cool dude
Dec 15, 2008 at 10:24 am
Cool article nice to hear from the owner on shops like this. I have been to the Las Vegas shop twice this year and the guys have been very helpful. my visit was at least about 3 months apart and the manager even remembered me.
Dec 25, 2008 at 6:40 am
he’s about 55. undefeated is all that. they don’t need us. we need them. believe the hype. customer service isn’t where it’s at in the new world economy. yeah, we dig.