New York native Eddie Cruz is famous for his involvement with key streetwear sources Stussy and Union, and his ongoing influence in the lifestyle fashion world. He owns the Stussy Los Angeles shop and is co-owner of the multiple Undefeated (UNDFTD) stores. Cruz was one of the first retail innovators to showcase and sell “hard to get” sneakers from around the world (he brought America custom Nikes bearing luxury Louis Vuitton and Gucci logo swooshes), and was the first to bring Japanese brands like Abathing Ape, WTAPS, Neighborhood, and Head Porter to the American market. “For me,” Cruz says, “it’s about seeing a happy person after they’ve purchased a kick in which my team and I designed or styled.”

Cruz is continually working with top footwear brands on collaborations with his shop Undefeated, which is now established as one of the most high-profile sneaker boutiques in the world. Not only limited to selling cool kicks, Undefeated continues to stay on the cusp by collaborating with artists, creating their own cool sneakers, and producing events and galleries.