words & images // Luis Sanchez

Last night marked the official launch of LeBron's latest off-court venture, UNKNWN. A high fashion and lifestyle boutique located in Miami's Aventura Mall, UNKNWN is a dream brought to life by LeBron and several of his closest hometown friends from Akron. Offering a variety of items that includes everything from footwear to Japanese toys, UNKNWN looks to fill a void in Miami that's been for the taking far too long now.

Sole Collector was in attendance for the ground-breaking launch, capturing everything UNKNWN has to offer to the world.

Enjoy an exclusive photo recap of the UNKNWN grand opening party below, and be sure to stick with Sole Collector for more exclusive coverage, including a look at their entire sneaker selection and an interview with the brains behind the UNKNWN empire.

Upon approaching the spot, I was immediately greeted by a store-front like no other. Celebrating the Freegums x LeBron 9, the full-glass store front of UNKNWN displayed the Miami-inspired Freegums pattern seen on the limited edition collaboration.


Once inside, I quickly made my way toward's UNKNWN's innovative shoe wall, featuring over 40 sneakers. Each shoe is displayed next to an iPad showing shoppers multiple outfit combinations, pricing and even tech specifications. On display was everything from the LeBron 9 to the BG Hyperdunk 2011, as well as an impressive variety of other footwear brands including Vans, Converse and even Reebok.


BBC, Bathing Ape, Stussy, OriginalFake and a variety of other lines make up the boutique's selection of clothing, which also includes UNKNWN's exclusive line.


UNKNWN's selection also includes Blessed Label, which was created by two of UNKNWN's co-founders Michael Hurley and Jaron Kanfer.


The NSW Destroyer Bespoke Experience was on-hand for the grand opening, offering several exclusive options for the historic launch of UNKNWN.


LeBron was also in attendance for the night,  seen here sharing his own insight on UNKNWN's state of the art sneaker-buying experience.