Synopses & Reviews
The story of The Hundreds and the precepts that made it an iconic streetwear brand by Bobby Hundreds himself
Streetwear exists in that rarefied space where genuine "cool" coexists with big business; where a star designer might work at the same time with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It's the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts worn by everyone from rappers to models to book editors. 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 companies, and Bobby Hundreds is at the center of it all.
Bobby Kim, a.k.a. Bobby Hundreds, is the cofounder of The Hundreds, one of the first streetwear brands to go global. The creative force behind the brand, he has emerged as one of streetwear's most prominent faces and voices. But growing up as one of the only Asian American kids in a mostly White and Latino community, a year ahead of his peers, with artistic aspirations, he reminds us that The Hundreds was started by outsiders and that that is truly the story of streetwear culture.
In This Is Not a T-Shirt, Hundreds cements his spot as a champion of an industry he helped create, celebrating the inspirations that birthed The Hundreds — from his Southern Caliornia, punk-DIY-tinged youth to the brand's explosive success. His story is both inspiring memoir and business book — an expert assessment of the history and future of streetwear and the tale of his commitment to a creative vision and to building real community.
Review
"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
Review
"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
Review
"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." Imran Amed, The Business of Fashion
Review
"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
About the Author
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.