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

O N THE MORNING I wrapped my proposal for this book, I sat in the pews of a Baptist church east of downtown Los Angeles. I wore my black suit and kept my head above the stagnant air. The 10 freeway reverberated overhead, doling out the yammer of a jittery city. Even on a Saturday morning, L.A. had no time to pause for young Jimmy Briggs, who lay flat and motionless in the casket at the pulpit. His dad, the charismatic preacher Bishop Campbell, stood over him. He called on God to sort out this misunderstanding. The congregants, although taken by his heartache, were callous to the circumstances of Jimmys death. A couple of Black Panthers stood and called for vindication. A mother wept. Here lay another young black man, gunned down at twenty-one while running away from the cops.

I watched Jimmy grow up on my shops doorstep. He was a dark-skinned, handsome kid always wearing baggy pants and a flashy smile. He loved skateboarding, and he loved The Hundreds. So, we put him onto the program: keep skating and well keep you dressed. The funeral attendees see this arrangement play out in Jimmys slideshow. Hes wearing our brand across his back in almost every photographeven on the programs cover. The photocopiers ink coagulates around this portrait of Jimmy crouching down, proudly sporting one of our tees.

For Jimmy, and for so many others around the world like him, our brand has stood for more than T-shirts, stylish caps, and warm jackets. Fashion revolves around art, design, and trends, while clothing is rooted in sales, marketing, and necessity. The Hundreds, however, is powered by culture and community. We like to say, People over Product. Its like your favorite music artist: you download the album, go to the show, and take home the tour merch to identify yourself with the musicians art and attitude. With us, you visit our shop, you fraternize with our followers, and you wear our logos to profess that youre down with the lifestyle. Its bigger and deeper than a gang. The Hundreds is backed by a global army. Thats why were The Hundreds, as in strength in numbers.

It used to weird me out that kids would tattoo our logos and designs on their bodies. I felt responsible, pressured to not let them down. Prominent rappers like YG and Travis Scott have the Adam Bomb mascot drilled into their arms. Why? Ive never met these people; our lives are worlds apart. But our brand is a reflection of our lifestyle, and our lifestyle is why weve flourished. Our customers feel a sense of ownership with The Hundreds, and if they believe weve sold out or feel were making off-brand moves, the backlash can be sharp and unforgiving. The Hundreds has come to represent chapters in young peoples lives. For some, its the entire story. Those tattoos signify milestones. Those clothes are war medals.

Jimmy appreciated this. Im a good kid, he told me one afternoon after another of his long stints in jail. I just get caught up sometimes with the wrong crowd. The Hundreds Los Angeles flagship store on Rosewood Avenue was his haven, a respite from the clamor of life in South Central. Everyone called him RSWD Jimmy, and I like to think he adopted our Rosewood crew, not the other way around. We didnt have a vote in the matter.

I owe this book to Jimmy and to everyone whos loved and lived our brand along the way. As much as it is my story, it is inextricably theirs as well. Were all in this together.