Bobby Hundreds — Building an Iconic Streetwear Brand and Much More | The Tim Ferriss Show

Building The Hundreds

Bobby Hundreds shares the foundational journey of building The Hundreds, a brand that emerged from a desire to break conventional boundaries. He reflects on the early days when the brand experienced rapid success, driven by the unique blend of streetwear culture and the burgeoning internet era 1. Bobby's approach was to challenge norms, creating scarcity by turning down sales at trade shows to build demand and longevity 2. This strategy was rooted in a philosophy of understanding and then breaking rules, which he describes as a way to navigate and redefine cultural landscapes 3.

First understand the rules and then break them. And so wherever there was a straight line, I wanted to crinkle it. And if the line was crinkled, I wanted to flatten and straighten it out.

--- Bobby Hundreds

The brand's success was not just about fashion but also about storytelling and connecting with a community that resonated with its rebellious spirit.

   

Collaborative Success

Collaborations played a pivotal role in shaping The Hundreds' identity, allowing it to transcend traditional streetwear boundaries. Bobby Hundreds emphasizes the importance of working with unique artists and properties, such as the collaboration with Stan Sakai's Usagi Yojimbo, which highlighted the brand's commitment to authenticity and storytelling 4. The partnership with Disney, initially sparked by an infringement issue, became a landmark collaboration, showcasing The Hundreds' ability to blend corporate and creative worlds 5. This approach of merging logos and narratives not only created buzz but also reinforced the brand's image as a cultural innovator 6.

We are into Phantom of the Opera now. We feel more human because most people aren't just these monoliths, and they don't just have one unidirectional creative path.

--- Bobby Hundreds

These collaborations were not just about commercial success but also about enriching the brand's cultural narrative.

   

Market Changes

Bobby Hundreds discusses the volatile nature of fashion and how The Hundreds adapted to these changes. He highlights the importance of recognizing market saturation and adjusting strategies accordingly, such as cutting inventory and overhead during downturns 7. The brand's ability to spot rising stars, like Machine Gun Kelly and Ruby Rose, and feature them early on, helped maintain its relevance and connection to youth culture 8. Bobby acknowledges that while fashion trends are unpredictable, understanding the cultural and economic factors at play can help brands navigate these shifts successfully 9.

Fashion is really volatile. It's a really dangerous business to be in, because when it stops, it stops immediately and without warning.

--- Bobby Hundreds

This foresight and adaptability have been crucial in ensuring The Hundreds' longevity and continued influence in the streetwear scene.