Eddie Cruz is a busy man. So we got the Undefeated co-founder to quickly tell us about the brand’s 10th anniversary site relaunch, its new collab with fragment and Converse, how the 10th anniversary Artist Tee series came about, and what Undefeated is doing 10 years from now.
CounterKicks: Besides the obvious chapter turn that the 10th anniversary represents, why was it important to revamp the Undefeated website, and by extension Undefeated’s look?
Eddie Cruz: It’s important for us to show that we are constantly evolving.
CK: Why did you choose the Chuck Taylor for the Undefeated x fragment x Converse collab?
Cruz: The Chuck Taylor is synonymous with the West Coast. I would say it is the shoe of choice for most people living here.
CK: How did the collab come together? What was each party’s role?
Cruz: We have a great relationship with both Converse and Hiroshi Fujiwara. This particular shoe had great success as a low top, so it was easy to just flip it into a high top.
CK: Where did the idea to do a t-shirt collab series come from and how did you decide on the specific group of artists who’d generate the designs?
Cruz: We’re known for our 5 Strike logo. We felt like it made sense to do five artist tees to tie back to the number. We mainly work with artists who we are actually friends with, so it was easy to just pick up the phone and ask.
CK: What’s Undefeated doing in another 10 years?
Cruz: Hopefully growing. More shops, expand on our wholesale business, and keep making an impact on the market from a digital standpoint.
Find the Undefeated x fragment x Converse Chuck Taylor collab and 10th Anniversary Artist Tee Series now at Undefeated.com.
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