The Street Seen: Lost Soles
2654B Main Street @ Hill
Me, I can’t figure out how to get on the right social media list – so I missed out (again) on the drop at Undefeated on Main St last week. I got there too late to get in line for the best shoes - limited to one pair per customer. Well probably just as well. While I have been inside a few times, I am too intimidated to actually buy anything.
Undefeated was founded in Los Angeles by Eddie Cruz and James Bond in 2002 as a sneaker boutique 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 strong influence on the evolution of sneaker culture.
Since then, Undefeated (or UNDFTD as it has also come to be known) has expanded across the globe, to become a legitimate clothing brand specializing in classic streetwear pieces such as caps, t-shirts, sweats, etc. Undefeated has lived up to its name by persevering through the years and outlasting many other boutiques through word of mouth and social media and providing excellent items. It is one of the most prestigious names in the sneaker world.
While the hip sneaker shop garners raves for its range of cool, urban footwear sold in a stylish modern venue, Undefeated is a design house. They have their own signature shoes that they collaborate with some of the biggest sneaker brands in the world, and created classics like 2005 Air Jordan 4 and 2017 Air Max 97. Undefeated also gets plenty of notable exclusives from brands like Nike.
Their familiar “tally mark” or “5Strikes” logo was designed by Adam Levite, symbolizes a series of defeated opponents.
The limited edition sneaker world is a strange one - sneaker heads, long, break-of-dawn lines, huge markups on eBay, and a US reseller market estimated to be $2 billion with high end auction houses like Christies and Sotheby’s. To maintain street cred, the shoes have to be affordable for their target demographic to be able to actually wear. While sneaker brands capture no direct revenue from resale, the market creates a powerful halo - raising average selling price and gross margin. They are hyped because they are produced in limited quantities. This all follows the well marked path of luxury brands.
So if you see someone out there on Main Street with fancy sneakers – it ain’t me.