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MCD

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

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Description

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. Read more

Publisher ‏ : ‎ MCD


Publication date ‏ : ‎ June 25, 2019


Language ‏ : ‎ English


Print length ‏ : ‎ 336 pages


ISBN-10 ‏ : ‎ 0374275793


ISBN-13 ‏ : ‎ 92


Item Weight ‏ : ‎ 2.31 pounds


Dimensions ‏ : ‎ 5.64 x 1.14 x 8.89 inches


Best Sellers Rank: #565,589 in Books (See Top 100 in Books) #18 in Fashion & Textile Business #268 in Fashion Design #411 in Entrepreneurship (Books)


#18 in Fashion & Textile Business:


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Top Amazon Reviews

    • Learn the most important things when building a brand
Format: Hardcover
Review Image by Yuhei Yamanaka Yuhei Yamanaka
For aspiring or current entrepreneurs, business owners, influencers and, personal brands, this book is a text book. You learn how someone took an idea and built a global brand from the ground up. Educational, inspirational, relatable, and has many great nuggets of truth that you can apply and execute with your own business or brand. For fans of streetwear or for those who want to understand streetwear, this book is the bible. It's all you need. Has the history, insights into the frenzy and allure of streetwear culture, and how it has evolved and grown over the years. For anyone just looking for a good read, this is an interesting and entertaining story. It has the ups and downs, trials and triumphs, surprises and excitement. You can't help but root for Bobby and The Hundreds. ... show more
Reviewed in the United States on July 3, 2019 by Yuhei Yamanaka Yuhei Yamanaka
    • Humble narrative story that delivers hearty lessons on brand creation
Format: Hardcover
Bobby Hundreds does what so many other brand makers and designers fail to do in the modern age, be humble. This book is great because it's a blueprint on the necessity of brand philosophy and developing a sense of community for your brand. As I expected from Bobby, he didn't waste time talking about the quickest way to make a million dollars or grow your IG follower count, he simply focuses on the curation of ideas and how a focus on brand identity is a necessity for anyone looking to create their own brand. From a storytelling point of view, Bobby does an amazing job of delivering relatable and immensely human moments from the Hundreds history. ... show more
Reviewed in the United States on August 13, 2019 by Davidb
    • Can't Stop Recommending...
Format: Hardcover
...and began to reread right away. It's hard to put into words exactly how much and why this book has been my bible the past week and a half. I've already stained and worn my copy from carrying it everywhere with me. I've already bought two other copies as gifts. And yes, I'm buying another brand new copy for others to borrow (and maybe have Bobby sign). I hate to admit that after having so many negative memories associated with The Hundreds, I forced myself to "move on" from the brand. But after reading this book, I'm reminded of why I fell in love with The Hundreds to begin with: Bobby's sincere and sheer authenticity. Not only is it an amazing read, but an easy one as well because of Bobby's genuine transparency (and ingenuity). If you're looking for some inspiration to grow, or just interested in the history of streetwear, look no further and buy yourself a copy. I think I might even try out the audiobook. EDIT * I've officially bought a 5th copy to gift. Can't thank Bobby Hundreds enough for sharing this book at such a pivotal moment in my life. ... show more
Reviewed in the United States on July 6, 2019 by Julia Ahn
    • A great read for anyone - not just streetwear enthusiasts!
Format: Hardcover
If you're into streetwear, this is the book to get you motivated to start a brand. If you're not into streetwear, this is the book to get you motivated to make moves in your career or to start pursuing your passions outside of your career. For me, I viewed it from both lenses described above. The in depth stories provided by Bobby give the reader great insight as to what it took for him to get to where he wanted to be, and where he hopes to be in the future. The writing is transparent and honest, which makes it that much more enticing. Each detail that helped shape Bobby and his brand have purpose and meaning. As a reader, you truly feel like you get to know the man and the brand. We know WHAT the brand is, but now we know WHO the brand is, and HOW it came to be, and WHY it matters. A great read for anyone and everyone. ... show more
Reviewed in the United States on June 30, 2019 by Wyatt Sing
    • Must Read for anyone
Format: Hardcover
This book is a great read. There are like 1-2 street brands that I rock with, The Hundreds and Intellects. This book was a great insight to the highs and lows to turning a hobby into a safe haven. The Hundreds is truly a safe haven, a lifestyle that many rock with. The insight in this book has led to keep thinking within on how the product i put out to the world (doesn’t always have to be a physical product), makes people feel. Do people feel like I am using them, do they feel heard? Etc. Bobby took me through that endeavor; of being a law student with a hobby and taking this and transforming lives through his work. I am proud of the brand, of the book, and the eye opening experiences he shared. I am not interested in starting a clothing company at all but I am interesting in learning from those who stay true to who they say they are and I appreciate this book for doing that. ... show more
Reviewed in the United States on August 3, 2019 by Amazon Customer
    • Meaningful stories, wonderfully written
Format: Hardcover
Review Image by Sophia Fregoso Sophia Fregoso
From page one, it's so clear how much of himself Bobby poured into this book. There's so much life in these stories and I got emotional pretty quickly into reading. Even before this book was released, I knew from articles on the Hundred's website just how impactful Bobby's writing could be in the most brief pieces and I've learned so much from his insight and his strong sense of self over the years. I'll be carrying this book around in my car, partly to re-read in my free time and partly hoping to run into Bobby around LA so he can sign it. ... show more
Reviewed in the United States on June 25, 2019 by Sophia Fregoso Sophia Fregoso
    • So satisfied
Format: Hardcover
Great price. Not mad that the shipping took a little extra time because of the cost. Would but again
Reviewed in the United States on October 16, 2025 by Amazon Customer
    • I enjoyed it!
Format: Hardcover
I grew up buying the hundreds products so I figured this would be a good read. Honestly, I enjoyed the book most of the time! I found myself smiling, laughing, and making connection throughout. You can Definitely tell that the author put a lot of thought and emotion into his stories. However, I found myself a little bored during certain sections. Overall, It was a good read and I highly recommend it to anyone interested in the brand or streetwear. You won’t be disappointed! ... show more
Reviewed in the United States on August 12, 2019 by Darrin

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