This Is Not a T-Shirt: A Brand, a Culture, a Community–a Life in Streetwear



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 at the same time as with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It’s the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts. To start with, a couple of brands defined this style; fewer still survived as streetwear went mainstream. They’re the OGs, the “heritage brands.” The Hundreds is a kind of persevering companies, and Bobby Hundreds is on the center of it all.

The creative force at the back of 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 used to be began by outsiders; and this is actually 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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