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 exists in that rarefied space where genuine “cool” coexists with big business; where a star designer might work simultaneously with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It’s the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts that is 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 international streetwear brand The Hundreds. 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, Bobby Hundreds cements his spot as a champion of an industry he helped create, celebrating the inspirations that birthed The Hundreds—from his Southern California, 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. 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 simultaneously with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It's the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts that is 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, Bobby Hundreds cements his spot as a champion of an industry he helped create, celebrating the inspirations that birthed The Hundreds-from his Southern California, 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

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 concurrently with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It’s the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts. 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 persevering companies, and Bobby Hundreds is at the center of it all.

The creative force behind 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 was started by outsiders; and this is truly 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.

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 concurrently with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It's the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts. 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 persevering companies, and Bobby Hundreds is at the center of it all. The creative force behind 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 was started by outsiders; and this is truly 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. 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... Part one: Stay true but don't stay put -- Welcome to hell -- Inspiration. aspiration. perspiration -- Rivercide -- Step out -- Outside the box -- Streetwear : a brief history -- Escape to Los Angeles -- Rising son -- Part two: Set up the upset -- Burn -- Kill 'em mall -- In good company -- Fanning the flames of content -- Get up kids -- Upside Down and backward -- Upset the setup -- The hardest part -- The black Tarp strategy -- Fight back -- Outside the lines -- Allover -- We don't build stores. We build stories -- Blow up -- Boom -- Abe -- Part three: Passion and patience -- Big deal -- Don't get me wrong -- Point proven -- Sometimes it takes some time -- Dear mom -- Part four: People over product -- Blow out -- End of daze -- The rear view -- Homecoming -- Lauren's Lesson Tells The Story Of The Hundreds--with Anecdotes Ranging From The Author's Southern California, Punk-diy-tinged Youth To The Brand's Explosive Success. Welcome To Hell -- Inspiration. Aspiration. Perspiration -- Rivercide -- Step Out -- Outside The Box -- Streetwear : A Brief History -- Escape To Los Angeles -- Rising Son -- Law And Disorder -- Burn -- Kill 'em Mall -- In Good Company -- Fanning The Flames Of Content -- Get Up Kids -- Chaos -- Setup The Upset -- The Hardest Part -- The Black Tarp Strategy -- Fight Back -- Outside The Lines -- All Over -- We Don't Build Stores. We Build Stories -- Blow Up -- Boom -- Abe. Bobby Hundreds.