The story of The Hundreds and the precepts that made it an iconic streetwear brand by Bobby Hundreds himself.
Bobby Kim, also known as Bobby Hundreds, is an illustrator, documentarian, designer, and writer. In 2003, he co-founded The Hundreds, a global men's streetwear brand and editorial platform, with Ben Shenassafar and a few hundred bucks. The two are also partners in Second Sons, a brand development group that incubates, structures, and facilitates other small businesses. Bobby lives in Los Angeles with his wife and two sons. He also feels like notes about the author are redundant for memoirs.
"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." --Ronnie Fieg, founder of
KITH
"This is Not a T-Shirt tracks the history of surf and skate culture
and their relationship to streetwear--from the Zephyr skate team of
the 1970s to brands like Stussy, Supreme, BAPE, and, of course, The
Hundreds, which has managed to stay relevant for more than fifteen
years in a fickle market. This book is an insider's guide to the
prevailing trends in youth culture of the last few decades that
highlights the importance of self-discipline and self-confidence;
the same traits that made me fall in love with skateboarding at a
young age." --Tony Hawk
"This Is Not a T-Shirt is a story about the power of culture, the
power of community, and the power of values and beliefs to shape
and influence identity in ways that we sometimes overlook. It helps
us understand both Bobby Hundreds and how streetwear has changed
the way we think about ourselves and each other." --DeRay
Mckesson
"With This is Not a T-Shirt Bobby Hundreds has proven that he's not
just an incredible designer, but a literary force as well. The book
is smart, funny, and gives some real insight into the
ever-changing, ever-elusive Streetwear game. It's a great reminder
that art exists in many different forms and that a kid with a dream
can be unstoppable." --Lena Waithe, creator of The Chi
"Simply put, Bobby Hundreds is a social beast. He knows how to tell
a story, where to tell that story, and he's great at bringing
people together. He's also crazy dedicated to his work and has the
laser-focused attention to detail needed to not only build an
everlasting globally relevant brand, but any successful business."
--Gary Vaynerchuk, author of #AskGaryVee
"Building a brand is about identifying and fulfilling a need in a
way that no one else can. It takes vision, dedication, and
attention to detail. The Hundreds is a prime example of what it
looks like when you've combined all these elements along with
tapping into a culture and community. This is Not a T-Shirt guides
you through methods and tools you can apply to get you one step
closer to fulfilling your dream." --Jessica Alba, founder of The
Honest Company
"Bobby Hundreds is an encyclopedia of American pop culture, from
breakfast cereals and Saturday morning cartoons to hardcore, punk,
and hip-hop. He's packed all of his cultural insights into This is
Not a T-Shirt, a book about turning your hobbies into your
passions, which he's done his entire life. Also, we went to high
school together, he was way cooler than me then, and now he's
written a book before I have, and that's extremely annoying."
--Alan Yang, co-creator of Master of None
"For anyone who wants to understand the explosive streetwear
phenomenon disrupting the fashion business, as well as the
community-driven engagement that lies at its core, Bobby Hundreds'
This is Not A T-Shirt is an excellent place to start. One part
entrepreneurship guide, one part fashion education and one part
branding manual, Bobby tells fascinating stories and offers lessons
that can be applied to anyone building a modern business anywhere.
A must read." --Imran Amed, The Business of Fashion
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