The Hundreds was founded in 2003 by Bobby Hundreds and his crew. Their clothing is inspired by LOS ANGELES LIFESTYLE / CALIFORNIA CULTURE and Southern California's skateboarding, surf, punk, and hip-hop cultures. Their design ethic is also reminiscent of 1980s surf-culture t-shirts, independent skateboard company apparel of the 1990s, and the advent of "streetwear" at the end of the millennium.
"California has been a breeding ground for some of the world's most prolific subculture. From the punk scene of the '80s, to gangsta rap and skateboarding, California lifestyle is all about Doing It Yourself, questioning authority and the norm, and being different. At the core, The Hundreds is influenced by this attitude, and all the various subcultures that we grew up in during the 80s and 90s."
Bobby Hundreds speaking in an interview for French street culture magazine Clark.
The brand has created a cult following using it's online magazine as a vehicle to showcase it's clothing, lifestyle and retail locations. The website now boast over half a million individual visitors per month who are attracted by the articles and interviews from within and around the streetwear culture. As Bobby Hundreds says in an interview for Sneaker Freaker magazine:
"At the time, if you were an apparel brand, you were mad hip-hop or whiteboy skater. There really was no in-between. So we utilized our website to push attention towards street culture and these amazing brands, artists and designers that were unknown in the wider market. It not only helped to fortify the culture and scene, but also legitimized our brand in terms of what we were all about."
The Hundreds is a lifestyle project that remains personal and direct. It is reflective of the streetwear community and culture and is completely dedicated to it's fanbase....The Hundreds is Huge!
Expansion of the Brand
Originally The Hundreds just produced a line of t-shirts, but quickly expanded into denim, cut & sew, footwear and all sorts of accessories. The line is sold in limited quantities in the world's most prestigious streetwear and skate boutiques and has been recognized by the industry's leading publications, such as Complex, Streetwear Today, Beinghunted, and Untitled.
The Hundreds has also been featured as a cover story in such media as the New York Times Magazine, Giant Robot, KoreAm, MuchMusic Television, and T Magazine.
Currently, The Hundreds is stocked in over 250 accounts in every major city of the world. This includes The Hundreds' first flagship retail location in the Fairfax District of Los Angeles, the second in San Francisco's Union Square and a third which has recently opened in New York City.
Recent News Spring 2013 from The Hundreds has arrived, and as usual it's looking strong. There's a good mixture of bold graphic tees, some iconic favourites and cut and sew, as well as some smart accessories.
In terms of the standout items, you have to start with the classic 'Slant' products; the 'Forever Slant' hoodys and 'Forever Stop It Slant' t shirts feature the incredibly popular slant graphic design printed to the front, available in a wide variety of colourways. Also, no drop from The Hundreds would be complete without a take on their iconic Adam Bomb logo, and Spring 13 is no different. The 'Adam Pieces' tee see's Adam constructed from jagged shapes in a mosaic style, and the overall effect looks great.
They've also dropped a highly detailed, colourful design in the form of the 'Almanac' t shirt, featuring a strong design taking influence from classic book covers, posters, album art and giving it their own unique twist. Other graphic tees in the range are the clean 'Decowave', retro 'Name Plate' and the vintage illustration inspired 'Microscope' tee.
Besides graphic tees, there's a good showing of caps, with a variety of snapbacks such as 'Slant', 'Team Two' and 'Corners' in a few colourways, as well as the classic 'Adam' cap in snapback and fitted form, with two of the snapbacks featuring camo peaks.
Other, more subtle, garments in the range include the quality 'Wheat Oxford Striped' long sleeve shirt, the durable 'Lichen' jacket in three colour options. Accessories come in the form of the 'Outtie' socks which feature a repeating Adam Bomb design in two colours, and also two colours of web belt with the 'Tact'.
Another drop full of well worked products and instant classics; several products have proved incredibly popular already, confirming that the brand still know how to put together a collection.