9. Eddie Cruz
Who He Is: Co-Founder, Undefeated
Back in 2002, Eddie Cruz and James Bond started Undefeated as a sneakers-only shop, but soon branched out into apparel. Since then, the only thing harder to come by than a pair of limited-edition sneakers at the store is someone who doesn't own at least one piece from the Undefeated label. Today, Undefeated is one of the most well-known and respected streetwear brands on the market. It got there because of Eddie's expertise in the business—something he picked up while working for iconic brands such as Supreme and Stüssy. Undefeated's consistent quality offerings and collaborations with brands like PUMA, as well as Cruz's own occasional sneaker designs for Nike, shows how the brand lives up to its unbeatable name (see: the best sneaker of the 2000s). And with Eddie at the helm, that's unlikely to change anytime soon.