Sneakers
From the ground up

Tomorrow, July 21, UNDEFEATED is opening its first chapter in Greater China, located in Hong Kong’s Causeway Bay.

Backed by a retail concept designed to be a “modern lifestyle experience,” the flagship references a basketball court, incorporating a spacious locker room with wood construction against cement and marble flooring. UNDEFEATED logos are plastered all throughout the location, via black signage and white neon lighting.

Furthermore, black wire racks and display cabinets play contrast to the white tile walls, as the store is captivated by a skylight that brings natural illumination inside.

To mark the grand opening, UNDEFEATED is launching an exclusive capsule in collaboration with BAPE, in addition to a special UNDEFEATED x Nike Zoom Kobe 1 Protro.

For more on the momentous occasion, see below for what co-founder James Bond had to say.

On the culture in China/Asia:

“I think because of the culture that we’re in, street wear I’ll say, it’s pretty global. I think that social media is really kind of globalized everything, so I don’t think there’s much of a difference for what we’re seeing either in the U.S or in Europe.”

How streetwear has evolved in the region:

“Well, I think the biggest that stands out is, I’d said it is more luxury-based here. That the consumer seems to be piecing more luxury material with street wear material. Not so the U.S. you’re still kind of street weared out or whatever. Here there is a real curation, I should say, of really high-end pieces.”

The dialogue between luxury and streetwear in the fashion system:

“Kim and Virgil both coming from the culture. It’s only normal that they would stay in their comfort zone in the beginning and work with the people they feel comfortable with. You have that first and foremost. I think that’s kinda leading a more curated kid that’s probably based out of here, that travels more. A little more exposure to the world is pushing the boundaries more than somebody who is not leaving the U.S. or Europe.”

On how Kim and Virgil will change the market:

“I think there’s a new consumer and that the luxury brands are seeing these kids, going to the secondary markets and buying shoes that are two, three times the price. Their feeling is why can’t we somehow take this and maybe bring it down a bit financially and have these kids gobble up this market instead of continue doing what their doing. I think it’s a smart play. You’re going to see it more and more.”

How UNDEFEATED will evolve:

“If we start to take some of those cues and push the boundaries with maybe a little nicer offering of materials and construction, because we can see that the kids have the tolerance to spend a little bit more for quality products.”

The ongoing collaborations with A Bathing Ape:

“We’ve had a long-standing relationship with Bape since the UNION days. We both respect each other as we have a similar history – where we are coming from, where we were and where we’re going. It’s always nice to kinda add a little something to the mix every season that’s just for A Bathing Ape & the Undefeated consumer.”

On the UNDEFEATED x Nike Kobe 1 Hong Kong Chapter Exclusive:

“The Kobe was a request from Nike. They wanted us to work with Kobe, they felt like us being one of the older statesmen in the business, why not work with historic Kobe. We took the existing on court shoe and did a much different color palette. Purples’ the original color of the Lakers’ patent. We just thought that based off the 97 we felt that patent leather was a nice standout so we did the purple patent leather. We did the green color only for the Jordan 4. Those are both friends and family and the green 500 units and this was 150. Purely friends and family, gifted out.”

The design language of the Hong Kong Chapter:

“Design language is, we’re trying to evolve from our original La Brea location – which is very California lifestyle-based. Now we’re picking more materials and color palettes based on stadium materials, on-field materials, things like that. We’re not trying to be too literal about it. We have an in-house architect. He’s taking all of that craziness and putting them into an easily digestible environment.”

UNDEFEATED Hong Kong
G05-07 Lee Garden Three
Causeway Bay, Hong Kong

Next up, be sure to check out UNDEFEATED’s sportswear-heavy Summer 2018 collection.

Not NYC, not LA.

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