The story of The Hundreds and the precepts that made it an iconic
streetwear brand by Bobby Hundreds himself
Streetwear occupies that rarefied space where genuine cool coexists with
big business; where a star designer might work concurrently with Nike, a
tattoo artist, Louis Vuitton, and a skateboard company. It's the
ubiquitous style of dress comprising hoodies, sneakers, and T-shirts. In
the beginning, a few brands defined this style; fewer still survived as
streetwear went mainstream. They are the OGs, the "heritage brands." The
Hundreds is one of those persevering companies, and Bobby Hundreds is at
the center of it all.
The creative force behind the brand, Bobby Kim, a.k.a. Bobby Hundreds,
has emerged as a prominent face and voice in streetwear. In telling the
story of his formative years, he reminds us that The Hundreds was
started by outsiders; and this is truly the story of streetwear culture.
In This Is Not a T-Shirt, Bobby Hundreds cements his spot as a
champion of an industry he helped create and tells the story of The
Hundreds--with anecdotes ranging from his Southern California,
punk-DIY-tinged youth to the brand's explosive success. Both an
inspiring memoir and an expert assessment of the history and future of
streetwear, this is the tale of Bobby's commitment to his creative
vision and to building a real community.
