Every year the Xbox team arrives in Los Angeles the week before the official start of E3. We rehearse the media briefing, get the convention hall ready, and for a dedicated crew on Saturday morning we take a break and drive out to La Brea to see what’s new at Undefeated.
I became an Undefeated fan soon after they got started in 2003. I was living in Los Angeles, where fashion was defined by Christian Audigier’s Von Dutch tracker hats and Ed Hardy t-shirts which were as outrageous as they were ubiquitous. Undefeated was a respite, and antidote.
The clothes were a West Coast take on classic ametora, borrowing vintage military and varsity themes in equal measure. The look was both timeless and specific, taking cues from California street-style icons — the Pendleton shirt jackets of LA low-riders, hoodies like Tupac wore, and the windbreakers and bomber jackets made famous by “Straight Outta Compton.”
It came as no surprise when the five strike logo began appearing on Nike shoes, and in the years that followed, helping to redefine the template for streetwear you see around the world.
Fast forward to now, and it’s unbelievable to be working with Undefeated on a capsule collection timed to the launch of Gears of War 4 and the brand’s ten-year anniversary.
With this collection we had the privilege with working with designer and Undefeated collaborator Rob Abeyta. Rob’s understated visual sophistication allowed us to push the Gears brand in other ways, using the slogan B-R-U-T-A-L across many of the pieces. We’d never went that direct before, even in our mainstream apparel. But when people think about Gears ‘brutal’ is the first adjective that they use to describe the game. It’s a perfect fit.
Undefeated’s Five Strike logo appears together with the Crimson Omen throughout the collection. The impact is striking and we’re honored for our brands to come together in this way.
The Undefeated x Gears of War collection is available beginning tomorrow exclusively from the Undefeated location on 112 1/2 S. La Brea Ave., Los Angeles, CA 90036. In addition to a limited run of merchandise, the store will feature an opportunity to get hands-on with Gears of War 4 before its worldwide release on October 11.