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About
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.
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.
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Reviews
"A comprehensive snapshot of [streetwear] culture before the Internet changed everything."
Tyler Watamanuk, GQ
"At turns poignant and laugh-out-loud funny, [This is Not a T-Shirt is] sprinkled liberally with both business aphorisms . . . and observational humor . . . enjoyable even if you're not familiar with the brand."
Adam Tschorn, Los Angeles Times
"Bobby is the embodiment of the type of hustle that streetwear was built on. In This is Not a T-Shirt, he maps out how to start a brand and blow it up while maintaining a core community"
it's like a streetwear bible slash history book."