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Un-DS: Jeter 11 Low

Loosely defined, the term deadstock refers to a brand new, never laced or worn condition pair of sneakers, complete with a factory box and packaging.

To Un-DS a sneaker, or to Un-deadstock is the act of removing said sneakers from their factory cardboard abode, and begin wearing them.

The art of Un-DSing a pair of fresh kicks varies from one type of sneakerhead to another. Here is a look at the art of Un-DSing from four unique perspectives.

1) Kid– I just bought my first pair of fresh kicks. Finally, after months of saving my allowance, recycling bottles, and begging my parents, I am now the proud owner of a pair of black Adidas Ultraboost 4.0 that I purchased from Sport Chek. I can’t wait to stunt so hard on my friends at school tomorrow and Un-DS my kicks. Now I have the same kicks as Billy and Max, but in a different colour way because I’m original right? Kanye wears Ultraboost 4.0 right?

2) Reseller– My bot came through for me again. I just copped 4 pairs of the Cactus Jack X Travis Scott Jordan 4s. I don’t even like these, but they are going to have some mega fire/stupid lit resale. I’ll take an on foot pic of my Travis Scott 4s to stunt on the ‘Gram and do it for the culture. Of course, I’ll flip them and list them as deadstock condition.

3) Collector– Wheew, I can’t believe I tracked down this pair of OG Chicago Jordan 1s. I’m going to look at them, catalogue them, and stash them in the closet before my wife sees them. Un-DSing a pair of OG Chicago 1s? Not in this lifetime.

4) Adult OG sneakerhead– Oh sweet, I managed to win a raffle for a pair of Jordan 11 Jeter lows. I sure hope I have enough time after work to make it to the sneaker shop before they close. The suede on these 11s is pretty decent. I’ll eventually get around to Un-DSing them, but I’m not in a rush. To be honest, I don’t really care who sees them. Plus, I already have two other pairs of fresh kicks on deck ready to be Un-DS’d.

What kind of Un-DSer are you?

Stay Solefullylaced,

Kev Zool


Published in Keville


  1. ralph zool ralph zool

    litty lit lit.
    unleash them immediately.
    wouldn’t even make it out of the parking lot in the box.

    • kev zool kev zool

      I’d like to see boutiques and sneaker stores do that on special product launch days.

      Put said sneakers onto feet and have a mandatory walk out in your newly purchased kicks.

      Boom, resale market just got punched in the peanuts.

      • kev zool kev zool

        It still doesn’t curb back door deals or online purchases.

        But if it means easier pick ups for the average Joseph, then it can’t be that bad.
        -Sheryl C.

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