In fall 2002 UNDEFEATED aka UNDFTD was founded by Eddie Cruz and James Bond as an elitist sneaker store in Santa Monica, Los Angeles, to give the kids the hard-to-get limited edition kicks as well as the most stylish items of premier shoewear brands they asked for. Since then, the sneaker-store-turned-into-a-brand has grown naturally without sellin' its soul to the industry – instead of being synonymous with mass production, Eddie and James are rather supplying limited tees to the market. Their designs are simple and catchy, mostly printed with the trademark 5 Strikes logo. While adidas has the Trfoil emblem and Nike has the Swoosh that drive heads all over the globe crazy, UNDFTD has a tally logo that is doing the same to the few who are looking for advanced styles.