Bobby Hundreds

Bobby Hundreds discusses his new book, This is Not a T-Shirt.

Praise for This is Not a T-Shirt

“This is Not a T-Shirt tracks the history of surf and skate culture and its relationship to streetwear—from the Zephyr skate team of the ’70s to brands like Stüssy, Supreme, BAPE, and, of course, The Hundreds, which has managed to stay relevant for 15+ years in a most fickle market. This book is an insider’s guide to the prevailing trends in youth culture of the last few decades that highlights the importance of self-discipline and self-confidence; the same traits that made me fall in love with skateboarding at a young age.”—Tony Hawk

“With This is Not a T-Shirt Bobby Hundreds has proven that he’s not just an incredible designer, but a literary force as well. Thebook is smart, funny, and gives some real insight into the ever-changing, ever-elusive Streetwear game. It’s a great reminder that art exists in many different forms and that a kid with a dream can be unstoppable.”—Lena Waithe, creator of The Chi

“Building a brand is about identifying and fulfilling a need in a way that no one else can. It takes vision, dedication, and attention to details. The Hundreds is a prime example of what it looks like when you’ve combined all these elements along with tapping into a culture and community. This is Not a T-Shirt guides you through methods and tools you can apply to get you one step closer to fulfilling your dream.”—Jessica Alba, founder of The Honest Company

“Bobby Hundreds is an encyclopedia of American pop culture, from breakfast cereals and Saturday morningcartoons to hardcore, punk, and hip-hop. He’s packed all of his cultural insights into This is Not a T-Shirt, a book about turning your hobbies into your passions, which he’s done his entire life. Also, we went to high school together, he was way cooler than me then, and now he’s written a book before I have, and that’s extremely annoying.”—Alan Yang, co-creator of Master of None

About This is Not a T-Shirt

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.