Editor’s Note: Welcome to In My Cart, a regular series in which we ask some of the coolest guys we know what they’ve recently acquired, are thinking about buying, or need to buy more of — but for whatever reason don’t have in hand just yet. This week, Bobby Hundreds, the streetwear mogul behind brand The Hundreds.
Bobby Kim, more commonly known as Bobby Hundreds, is responsible for one of the most influential streetwear brands ever. In 2003, he co-founded The Hundreds with Ben Shenassafar. The brand initially sold its T-shirts at Fred Segal in Santa Monica and created street-culture editorial content on its website. Now after over 15 years in business, the brand is carried by 400 retailers worldwide, is responsible for countless collaborations and is considered one of the leading brands in the industry. Bobby Hundreds new memoir — This Is Not a T-Shirt — reflects on this journey and lessons learned along the way.
A Barnes & Noble Discover Great New Writers selection, the book chronicles the brand’s growth in tandem with the development of the streetwear industry. According to Kith founder Ronnie Fieg, This Is Not a T-Shirt “maps out how to start and brand and blow it up while maintaining a core community — it’s like a streetwear bible slash history book.” After 34 chapters of compelling prose, the book has a straightforward FAQ section with questions like, “How do I pick a name for my brand?” and “How important is social media?” and “Somebody stole my idea. What do I do?”
To support the book — currently, a best seller on Amazon — Bobby Hundreds is speaking at upcoming events in L.A., San Francisco, New York and Chicago. We caught up with him before the book launch to learn what products he’s currently eyeing. From new Air VaporMax sneakers to a custom puffer jacket to a surfboard, the items reflect a man who cares deeply about thoughtful designs and people behind them. But he explains it best.
Nike Air VaporMax 2019: Cactus Plant Flea Market
“This is my favorite sneaker thus far this year. It can be polarizing (Ben hates it), but I love modern technical trainers. I like black sneakers contrasted with pop colors. And something about this collaboration is reminiscent of the DeLorean time machine from Back to the Future. The distorted happy face sets it off.”
Half Evil “Piss On Your Brand” Chain
“Half Evil is one of my favorite newer streetwear brands in the space. We’ve done a couple flips of the Calvin pissing through The Hundreds, but a chain is so smart and collectible. As you know, Bill Watterson never licensed out Calvin & Hobbes for official merchandise, so there’s always been this subversive attitude to the Calvin pissing bumper stickers. Right on-brand for Half Evil.”
Etai Custom Puffer Jacket
“Etai used to work for us back when he was a kid. Now, he’s become one of the most noted customizers in fashion, mostly surrounding his deconstruction of luxury goods and appropriating them into new bags and silhouettes. He also takes vintage towels and bedsheets and makes unique clothing out of them. My favorite is this Bambi puffer jacket, which marries my love for old Disney and contemporary streetwear. Never seen anything like it.”
Amanita Surfboards 7’7 Macrodose
“Not only is Keegan Gibbs a talented photographer and cultural organizer, he is a remarkable surfboard shaper. His company Amanita offers personalized takes on classic shapes — it speaks to Keegan’s style and artistry. I’ve been dying to pick one up and there are a few available right now at Boardriders in Malibu.”
Babylon Acid Marble Half Zip
“Babylon is bringing some of the most distinct design to streetwear right now, whether you can even classify the skate/high-fashion brand in that silo. This is one of my favorite pieces from their current collection, and suitable for any wild climate fluctuation. I like that the garment is conservative and sensible, but the graphic treatment is forward and progressive.”
Gods of Jade and Shadow by Silvia Moreno-Garcia
“This book hasn’t arrived just yet but I got an advance copy from my friend Miwa at Barnes & Noble. I’m already halfway in and engrossed by it — a magical, historical fantasy set in Mexico during the Jazz Age. So, I thought I’d just drop this right here and tell you what your favorite summer read is gonna be. Well, aside from my book of course.”
“Testify” by Matt McCormick
“Matt McCormick also used to work for us, but at some point became one of the most watched fine artists, working with Grateful Dead to operating his own brand of merchandise under One of these Days Co. “Testify” is Matt’s latest piece. He’s most often regarded for his cowboy/western flash-sheet-style work, but I love when he brings that aesthetic to ’80s and ’90s pop culture references like Pam Anderson and Chris Farley. I’m gonna get him to paint Jennifer Connelly for me next.”
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