We Believe That Premium Clothing & Sneakers Shouldn’t Be Reserved for the Privileged Few

All Hypebeast Lovers from All Hypebeast Lovers from
Around the World the founder of uatuned.com

How it all started

Are you sick and tired of watching other people wearing excessively expensive (but super dope) sneakers while you have to settle for more affordable and available models?

I know I was…

My income wasn’t allowing me to come anywhere near buying my dream sneakers like the Jordans 3 OG in Size 10 that costs over $4,500 USD from resellers & a simple Supreme Box Logo hoodie that costs over a grand! Of course, that didn’t stop me from keeping up with the hype and I visited Supreme stores every Thursday for new releases (for which most of the time too late!).

(Yes, I am one of those fanatics who know your own sneakers better than most do)

That said, nobody was surprised when I decided to get into fashion design school and take internships at major sportswear brands, starting off at Nike before working my way up into supply chains and assembly..And that’s how it all started…

With time, I was deployed overseas to low cost labor countries like Vietnam and China where big brands would outsource their production process in these factories. I noticed that THOUSANDS of pairs of the most popular & exclusive sneakers get left behind such as the Off-White Jordans 1 Chicago or the Undefeated 4s which gets replaced when there is an inspection fail, or a defected batch that was set for retail turning bad due to weather storage conditions (as most sneakers are kept in warehouses for months even years before being sent to retail stores) or other related reasons.

Just like that.

I concluded my research and as it turned out, these factories (hired by big brands like Nike and Adidas) produce 2-5 times the amount of supplies they need for their productions or release and divide the entire manufacturing process into multiple different factories to prevent a single one from gaining any design insights or the power to have access to the full supply chain or sell these exclusive items themselves in the first place. Finally they are all brought together at a private assembly chain ready to be assembled by the big brands themselves!

The main reason for all this is that they need these extra pairs ‘just in case’ – to replace the rejected pairs after they fail to pass the FINAL quality inspection since they could never be late for an announced item release date.

Well, guess what happens once enough pairs pass the control & these huge companies reaches its quota?


Shocking Truth: ‘Limited Collections’ Aren’t That Limited At All


Hundreds (if not thousands) of extra materials gets left behind

Can you believe that?

As crazy as it might sound, big brands release very limited stocks into the market to create the scarcity and scale up prices. The rest left behind are just meant to be discarded. If you checkout the history on how the Supreme “hype” has came about, I’m sure you’ll know exactly what I mean.

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That’s when I came up with this idea…

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