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James Bond & Eddie Cruz
Co-founders of UNDEFEATED
Jamie McCarthy/Getty Images for Converse

Profile
2020 Hypes Score
658,129
Discipline
Fashion
Nationality
American
Honors

Achievement

UNDEFEATED was one of the first brands to really mesh the culture of sports with streetwear. Under James Bond and Eddie Cruz, the company has gone from small cult label to a global force able to crossover different genres.

2020 was a fruitful year for the Los Angeles-based imprint as it started in the right direction with the collaborative release of a colorful Nike Air Max 90. Expanding on its crossover appeal, UNDEFEATED got into the merch game with Starbucks for an accessories line and a workout capsule. UNDEFEATED also collaborated with the likes of Moncler, Anti Social Social Club and Cactus Plant Flea Market for some choice drops. Lastly, UNDEFEATED wouldn’t be a dedicated LA brand if it didn’t honor the late great Laker, Kobe Bryant. For a special release, the label teamed up with Nike to commemorate Bryant’s accomplishments with a Kobe 5 Protro “Hall of Fame” release.