Undefeated, a streetwear brand founded in 2002, stands tall as a trailblazer in the urban fashion landscape. With its distinctive aesthetics, unwavering commitment to quality, and strategic collaborations, Undefeated has carved out a niche for itself, becoming a symbol of authenticity and urban coolness.

Undefeated was the brainchild of James Bond- not to be confused with the spy and Eddie Cruz, two sneaker and streetwear enthusiasts from Los Angeles. Fueled by their passion for sportswear and urban culture, they set out to create a brand that celebrated the essence of competition and the spirit of being ‘undefeated’ in all aspects of life.

The brand's logo, a simple five-strike design, is a nod to both the military's highest level of readiness and the quintessential competitive spirit. Undefeated sought to instil this mindset into its products, making them more than just clothing but symbols of determination and resilience.





Undefeated's rise to prominence was swift and well-deserved. Its unique approach to streetwear, blending sports culture with high fashion, struck a chord with the youth and urban enthusiasts. The brand's initial offerings included graphic tees, hoodies, and caps, adorned with its signature "UNDFTD" logo, which rapidly became a streetwear staple.





One of the factors that set Undefeated apart was its limited-edition releases and collaborations with prominent brands and designers. These strategic partnerships generated significant buzz and demand, often resulting in instant sell-outs of their exclusive releases. Collaborations with iconic names like Nike, Adidas, Converse, and A Bathing Ape catapulted Undefeated into the global streetwear spotlight.




Undefeated's relentless dedication to authenticity and street credibility cemented its position as a brand that resonates deeply with its target audience. Unlike some corporate-driven fashion labels, Undefeated maintains its roots in street culture, drawing inspiration from the vibrant subcultures that surround it. This genuineness has earned the brand respect and loyalty of streetwear enthusiasts worldwide.

Undefeated has also managed to keep a finger on the pulse of emerging trends, remaining consistently relevant in an industry that thrives on novelty and innovation. By staying connected to urban culture and collaborating with artists and designers who share their vision, the brand continues to push boundaries and redefine what streetwear can be.





 In 2005, UNDFTD became the first sneaker boutique to design an exclusive collaboration sneaker with Jordan Brand. Putting the Air Jordan 4 Silhouette under the knife, the LA-based boutique naturally gravitated towards its familiar military aesthetic, drawing inspiration from the iconic MA-1 Flight jacket. Constructed with olive nubuck throughout the upper, plus black and orange accents, the sneaker is capped off with a velcro tongue patch to highlight the flight jacket theme. Limited to only 72 pairs, these sneakers sell for tens of thousands of dollars on StockX.


UNDFTD also has worked on many Air Force 1s. Unveiling their first project on the iconic sneaker back in 2006, UNDEFEATED’s initial collaborative colourways have since gone on to become some of the most sought-after AF-1s in existence.

Kicking things off with the 500-pair AF-1 Low Inside out ‘Shemagh’ release which is inspired by a Middle Eastern headdress in 2006.  UNDEFEATED then took things to a new level with their Entourage-inspired ‘Fukijama’ colourways. 





It is safe to say however that UNDFTD’s staple silhouette is the Nike Dunk. Created in 2002, only 24 pairs of the “Splatter” Undefeated x Nike Dunk Lows were made. These exclusive pairs feature dark grey underlays mixed with a light blue-on-burgundy splatter pattern. Pink accents adorn the Swoosh, laces, and heel, details which set this version apart from the more attainable non-collab grey and red “Splatter” colourway. It’s a polarising look, to say the least, but it definitely stands out as one of the most lucrative Nike Dunk collabs of all time.


These collaborations exemplify Undefeated's ability to bridge the gap between streetwear and sportswear, creating releases that resonate with both sneakerheads and fashion enthusiasts alike. With each collaboration, Undefeated continues to solidify its position as a major player in the streetwear scene while leaving a lasting impact on sneaker culture.


Being one of the OGs in the sneaker game Undefeated’s relentless pursuit of excellence, striking designs, and strategic collaborations have solidified its place among the elite brands in the fashion industry. 

You can click here to shop everything UNDFTD at Story.




Levi Niekerk