This Is Not a T-Shirt

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The narrative explores the origins and principles behind an iconic streetwear brand, as told by its cofounder, Bobby Hundreds. Streetwear occupies a unique intersection of genuine "cool" and commercial success, characterized by a style that includes hoodies, sneakers, and T-shirts, embraced by diverse figures from rappers to fashion editors. While a few brands initially defined this aesthetic, only a handful survived as streetwear became mainstream, with The Hundreds being one of the notable "heritage brands." Bobby Kim, known as Bobby Hundreds, stands at the forefront of this movement, emerging as a significant voice in streetwear. His journey began as one of the few Asian American kids in a predominantly white and Latino community, where he faced challenges that shaped his artistic aspirations. In his work, he highlights that The Hundreds was founded by outsiders, reflecting the essence of streetwear culture. This narrative serves as both an inspiring memoir and a business guide, detailing the history and future of streetwear while celebrating the influences that shaped The Hundreds, from his punk-DIY upbringing in Southern California to the brand's remarkable success. Bobby Hundreds' commitment to creativity and community is central to his story.