Searching...
English
EnglishEnglish
EspañolSpanish
简体中文Chinese
FrançaisFrench
DeutschGerman
日本語Japanese
PortuguêsPortuguese
ItalianoItalian
한국어Korean
РусскийRussian
NederlandsDutch
العربيةArabic
PolskiPolish
हिन्दीHindi
Tiếng ViệtVietnamese
SvenskaSwedish
ΕλληνικάGreek
TürkçeTurkish
ไทยThai
ČeštinaCzech
RomânăRomanian
MagyarHungarian
УкраїнськаUkrainian
Bahasa IndonesiaIndonesian
DanskDanish
SuomiFinnish
БългарскиBulgarian
עבריתHebrew
NorskNorwegian
HrvatskiCroatian
CatalàCatalan
SlovenčinaSlovak
LietuviųLithuanian
SlovenščinaSlovenian
СрпскиSerbian
EestiEstonian
LatviešuLatvian
فارسیPersian
മലയാളംMalayalam
தமிழ்Tamil
اردوUrdu
This Is Not a T-Shirt

This Is Not a T-Shirt

A Brand, a Culture, a Community — a Life in Streetwear
by Bobby Hundreds 2019 338 pages
4.22
1k+ ratings
Listen
Try Full Access for 7 Days
Unlock listening & more!
Continue

Key Takeaways

1. Streetwear is more than fashion; it's a community-driven culture

"Streetwear, however, is simply the merchandise associated with an attitude."

Community is key. Streetwear goes beyond clothing; it's a lifestyle and a culture. It's rooted in diversity and cultural exchange, incorporating elements from skateboarding, hip-hop, and urban subcultures. The Hundreds, for example, wasn't just about selling T-shirts but about creating a platform for storytelling and community building.

Brand as identity. Streetwear brands often become an extension of their customers' identities. They represent chapters in young people's lives and serve as a means of self-expression. This deep connection between brand and consumer is what sets streetwear apart from traditional fashion.

Evolution of the culture. Streetwear has evolved from its underground roots to mainstream popularity. It has grown to influence high fashion and has become a global phenomenon. However, the core values of community, authenticity, and cultural relevance remain central to the streetwear ethos.

2. Authenticity and passion are crucial for brand success

"I was engrossed in a steamy affair."

Passion drives success. The Hundreds started as a passion project, born out of a desire to create something unique and meaningful. This genuine enthusiasm for the culture and the product is what resonates with customers and sets successful streetwear brands apart.

Authenticity attracts loyalty. Customers can sense when a brand is authentic and when it's just trying to capitalize on a trend. The Hundreds' success was largely due to their honest approach and genuine connection with their audience. They shared their journey, struggles, and successes with their community, fostering a sense of trust and loyalty.

Personal touch matters. Bobby Hundreds' blog became a central part of the brand's identity, offering a behind-the-scenes look at the streetwear industry and the brand's development. This transparency and personal connection helped build a devoted following.

3. Adapt to market changes while staying true to your core values

"We had to revert Adam back to being our mascot."

Balance adaptation and identity. The streetwear market is constantly evolving, and brands must adapt to stay relevant. However, it's crucial to maintain your core identity and values throughout these changes. The Hundreds faced this challenge with their Adam Bomb logo, recognizing when it was time to scale back its use without completely abandoning it.

Recognize market shifts. The streetwear industry has undergone significant changes, from its underground beginnings to mainstream acceptance and high-fashion influence. Successful brands must be aware of these shifts and adjust their strategies accordingly.

Innovate thoughtfully. When adapting to market changes, consider:

  • Evolving your product line while maintaining brand consistency
  • Exploring new collaborations that align with your brand values
  • Adjusting your marketing strategies to reach new audiences
  • Refining your visual identity to stay current without losing your essence

4. Collaborations and limited releases drive streetwear's appeal

"Collaborations make sense because they require different minds to come together and create something original."

Power of collaboration. Streetwear thrives on collaborations, which bring together different creative minds to produce unique products. These partnerships often result in limited-edition releases that generate excitement and demand among consumers.

Scarcity creates value. Limited releases are a cornerstone of streetwear's appeal. By producing small quantities of products, brands create a sense of exclusivity and urgency, driving demand and fostering a collector's mentality among customers.

Strategic partnerships. Successful collaborations in streetwear:

  • Bring together complementary brands or artists
  • Create products that tell a story or represent a shared vision
  • Generate buzz and media attention
  • Attract new customers to both collaborating parties
  • Offer something unique that couldn't be achieved individually

5. Build a strong online presence to connect with your audience

"I was simultaneously entrepreneur and investigative journalist, educating readers on starting a clothing company and introducing them to the godfathers and backstage players."

Digital storytelling. The Hundreds leveraged their blog and social media to share their brand story, industry insights, and behind-the-scenes content. This approach not only educated their audience but also fostered a strong connection with their community.

Transparency builds trust. By openly sharing their journey, including successes and failures, The Hundreds created a sense of authenticity that resonated with their audience. This transparency helped build trust and loyalty among their customers.

Engage and interact. A strong online presence allows brands to:

  • Directly communicate with customers
  • Gather feedback and insights
  • Showcase products and tell brand stories
  • Create a platform for community interaction
  • Stay relevant in a fast-paced digital landscape

6. Learn from failures and use them as opportunities for growth

"Everything was baking a golden brown on top, but the retail business was burned and charring on the bottom."

Embrace setbacks. The Hundreds faced numerous challenges, including declining sales and the need to close some of their retail stores. Instead of giving up, they used these setbacks as opportunities to reassess their strategy and make necessary changes.

Adapt and evolve. When faced with difficulties, The Hundreds:

  • Reevaluated their retail strategy
  • Focused on strengthening their e-commerce presence
  • Refined their product offerings
  • Streamlined their operations

Perseverance pays off. By learning from their failures and making strategic adjustments, The Hundreds was able to overcome their challenges and emerge stronger. This resilience is crucial for long-term success in the volatile streetwear industry.

7. Balance business growth with maintaining brand integrity

"As much as we valued the importance of quality and appreciated how our designers were learning and growing more sophisticated in clothing construction, we just couldn't meet the minimums on fabric yardage."

Growth vs. integrity. As streetwear brands grow, they often face the challenge of maintaining their original ethos while expanding their business. The Hundreds grappled with this as they considered selling to mall stores and increasing production.

Strategic decision-making. To balance growth and integrity:

  • Carefully consider expansion opportunities
  • Maintain product quality even as production scales
  • Stay connected to your core audience
  • Be selective about retail partnerships
  • Preserve your brand's unique voice and aesthetic

Long-term vision. While growth is important, it's crucial to make decisions that align with your brand's long-term vision and values. Sometimes, this may mean saying no to opportunities that could compromise your brand's integrity.

8. Embrace diversity and social responsibility in your brand

"There's no contesting the white male majority's contributions to youth fashion through the decades, but as a person of color I felt excluded from the lifestyle."

Representation matters. The Hundreds recognized the importance of diversity in streetwear, both in their team and in their brand messaging. They actively worked to create a more inclusive environment and representation in their products and marketing.

Social responsibility. As the brand grew, they became more aware of their impact and responsibilities. This led to:

  • Addressing gender representation in their workplace
  • Considering sustainability in their production processes
  • Using their platform to discuss social and political issues

Authentic engagement. By genuinely engaging with issues of diversity and social responsibility, brands can create deeper connections with their audience and contribute positively to the broader culture.

9. The importance of timing and positioning in business

"Timing. And location, location, location."

Market awareness. Success in streetwear, like in surfing, often comes down to being in the right place at the right time. This requires a deep understanding of market trends, consumer behavior, and industry dynamics.

Strategic positioning. To position your brand effectively:

  • Stay informed about industry trends
  • Be prepared to capitalize on opportunities
  • Remain flexible and adaptable
  • Cultivate a unique brand identity that stands out
  • Build relationships within the industry

Patience and perseverance. Sometimes, success comes from waiting for the right moment and being prepared when it arrives. This requires patience, perseverance, and a long-term perspective on your brand's growth.

10. Perseverance and continuous innovation are key to longevity

"Fashion rewards brands that can endure through the peaks and valleys of relevance."

Embrace change. The streetwear industry is constantly evolving, and brands must innovate to stay relevant. This might mean:

  • Exploring new product categories
  • Adapting to new marketing channels
  • Staying attuned to cultural shifts
  • Continuously refining your brand identity

Learn and grow. The Hundreds' longevity can be attributed to their willingness to learn from their experiences and adapt. They weren't afraid to make changes when necessary, whether it was scaling back their retail presence or adjusting their product strategy.

Stay true to your core. While innovation is crucial, it's equally important to maintain your brand's core values and identity. The Hundreds managed to evolve while still staying true to their community-focused ethos, which helped maintain their loyal customer base throughout the years.

Last updated:

FAQ

What's This Is Not a T-Shirt about?

  • Personal Journey: The book chronicles Bobby Hundreds' journey from a law student to the co-founder of The Hundreds, a prominent streetwear brand. It explores the challenges and triumphs he faced while building a community-oriented brand.
  • Cultural Significance: It delves into the evolution of streetwear, its cultural impact, and how it has transformed from a niche market to a mainstream phenomenon.
  • Business Insights: Bobby provides insights into the business side of fashion, including branding, marketing strategies, and the importance of community engagement.

Why should I read This Is Not a T-Shirt?

  • Inspiration for Entrepreneurs: The book serves as a motivational guide for aspiring entrepreneurs, particularly in the fashion industry, illustrating the importance of perseverance and creativity.
  • Authentic Perspective: Readers gain an authentic perspective on streetwear culture and the challenges of maintaining authenticity in a rapidly changing market.
  • Valuable Lessons: Filled with practical advice and lessons from real-life experiences, it is a valuable resource for anyone looking to start their own brand or business.

What are the key takeaways of This Is Not a T-Shirt?

  • Community Over Product: Bobby emphasizes the mantra "People over Product," highlighting the importance of building a community around a brand to foster loyalty.
  • Embrace Failure: The narrative illustrates that failure is a part of the entrepreneurial journey, encouraging readers to embrace challenges as opportunities for growth.
  • Adaptability is Crucial: The book stresses the need for brands to adapt to changing market conditions and consumer preferences to stay relevant.

What are the best quotes from This Is Not a T-Shirt and what do they mean?

  • “People over Product”: This mantra reflects Bobby's belief that relationships and community are more important than the products themselves, emphasizing connection and authenticity.
  • “We don’t build stores; we build stories.”: This quote encapsulates the essence of The Hundreds, focusing on creating meaningful experiences rather than just selling products.
  • “The customer is not always right.”: Bobby argues that brands should have a clear identity and vision, rather than solely catering to customer demands, encouraging businesses to stay true to their values.

How did Bobby Hundreds start The Hundreds?

  • Initial Inspiration: Bobby and his partner, Ben Shenassafar, were inspired to create The Hundreds while they were law students, aiming to build a brand that represented their culture and experiences.
  • First Products: The brand began with a few T-shirt designs that reflected their love for street culture and art, focusing on unique graphics that resonated with their target audience.
  • Community Engagement: From the outset, Bobby prioritized building a community around The Hundreds, using a blog to connect with fans and share their journey.

What challenges did Bobby face while building The Hundreds?

  • Financial Struggles: In the early years, Bobby and Ben faced significant financial challenges, often reinvesting every dollar back into the business.
  • Market Competition: The streetwear market became increasingly competitive, requiring Bobby to navigate this landscape while maintaining The Hundreds' unique identity.
  • Maintaining Authenticity: As the brand grew, Bobby grappled with the pressure to conform to mainstream trends, emphasizing the importance of staying true to their roots.

How does This Is Not a T-Shirt address the concept of authenticity in branding?

  • Authenticity as a Core Value: Bobby argues that authenticity is essential for building a successful brand, reflecting the founders' values and experiences.
  • Community Connection: The book highlights the importance of connecting with the community and understanding their needs, with authenticity stemming from genuine engagement.
  • Navigating Trends: Bobby discusses the challenges of staying authentic in a fast-paced industry, emphasizing the need for brands to adapt while remaining true to their core identity.

What role does community play in This Is Not a T-Shirt?

  • Building Relationships: Bobby emphasizes that community is at the heart of The Hundreds, believing that strong relationships with customers foster loyalty and support.
  • Cultural Impact: The book illustrates how The Hundreds has contributed to streetwear culture by creating a space for people to connect and share their stories.
  • Collaborative Spirit: Bobby discusses the importance of collaborations and partnerships within the community, enhancing the brand's offerings and strengthening ties with other creators.

How does Bobby reflect on the evolution of streetwear in the book?

  • Historical Context: Bobby provides a historical overview of streetwear, tracing its roots and transformation over the years.
  • Mainstream Acceptance: The book addresses the shift of streetwear from a niche market to a mainstream phenomenon, exploring the implications of this change.
  • Future of Streetwear: Bobby shares his thoughts on the future of streetwear, emphasizing the need for brands to adapt while maintaining their core values.

What advice does Bobby offer for aspiring entrepreneurs in This Is Not a T-Shirt?

  • Stay True to Your Vision: Bobby encourages aspiring entrepreneurs to remain authentic and true to their vision, with passion and purpose being essential for success.
  • Embrace Failure: The book emphasizes that failure is a natural part of the entrepreneurial journey, advising readers to learn from mistakes and use them for growth.
  • Build a Community: Bobby stresses the importance of building a community around your brand, as engaging with customers can lead to long-term success.

How does Bobby address the issue of sustainability in fashion?

  • Acknowledging the Problem: Bobby admits the fashion industry's significant environmental impact and acknowledges The Hundreds' role in this issue.
  • Commitment to Change: The book outlines Bobby's commitment to exploring sustainable practices within The Hundreds, encouraging responsible production methods.
  • Community Involvement: Bobby believes in engaging the community in discussions about sustainability, listening to customers' concerns, and working together for solutions.

How does Bobby define streetwear in This Is Not a T-Shirt?

  • Cultural Movement: Bobby describes streetwear as more than just clothing; it’s a cultural movement embodying youth rebellion and identity.
  • Diversity and Inclusion: He emphasizes that streetwear is rooted in diversity, drawing influences from various cultures and backgrounds.
  • Evolution of Style: Bobby notes that streetwear has evolved over the years, transitioning from underground to mainstream, impacting its authenticity and perception.

Review Summary

4.22 out of 5
Average of 1k+ ratings from Goodreads and Amazon.

This Is Not a T-Shirt received mixed reviews, with an overall positive reception. Many readers found Bobby Hundreds' story of building a streetwear brand inspiring and insightful. They appreciated the behind-the-scenes look at the industry and the emphasis on community. Some critics felt the book was self-congratulatory at times. Readers with an interest in streetwear, entrepreneurship, or brand-building found the book most engaging. The writing style and storytelling approach were generally praised, though some found the structure disjointed.

Your rating:
4.56
26 ratings

About the Author

Bobby Hundreds, born Bobby Kim, is the co-founder of the streetwear brand The Hundreds. He is a Korean-American entrepreneur, designer, and writer who grew up in California. Kim's background in law school and passion for skateboarding culture influenced his approach to building The Hundreds. He is known for his focus on community-building and storytelling in brand development. Kim's writing style, which he honed through blogging, is described as engaging and personable. He has become a prominent figure in the streetwear industry, using his platform to discuss social issues and representation. Kim's experiences as an Asian-American have shaped his perspective on business and creativity.

Download PDF

To save this This Is Not a T-Shirt summary for later, download the free PDF. You can print it out, or read offline at your convenience.
Download PDF
File size: 0.20 MB     Pages: 13

Download EPUB

To read this This Is Not a T-Shirt summary on your e-reader device or app, download the free EPUB. The .epub digital book format is ideal for reading ebooks on phones, tablets, and e-readers.
Download EPUB
File size: 3.16 MB     Pages: 10
Listen to Summary
0:00
-0:00
1x
Dan
Andrew
Michelle
Lauren
Select Speed
1.0×
+
200 words per minute
Home
Library
Get App
Create a free account to unlock:
Requests: Request new book summaries
Bookmarks: Save your favorite books
History: Revisit books later
Recommendations: Personalized for you
Ratings: Rate books & see your ratings
100,000+ readers
Try Full Access for 7 Days
Listen, bookmark, and more
Compare Features Free Pro
📖 Read Summaries
All summaries are free to read in 40 languages
🎧 Listen to Summaries
Listen to unlimited summaries in 40 languages
❤️ Unlimited Bookmarks
Free users are limited to 10
📜 Unlimited History
Free users are limited to 10
Risk-Free Timeline
Today: Get Instant Access
Listen to full summaries of 73,530 books. That's 12,000+ hours of audio!
Day 4: Trial Reminder
We'll send you a notification that your trial is ending soon.
Day 7: Your subscription begins
You'll be charged on May 16,
cancel anytime before.
Consume 2.8x More Books
2.8x more books Listening Reading
Our users love us
100,000+ readers
"...I can 10x the number of books I can read..."
"...exceptionally accurate, engaging, and beautifully presented..."
"...better than any amazon review when I'm making a book-buying decision..."
Save 62%
Yearly
$119.88 $44.99/year
$3.75/mo
Monthly
$9.99/mo
Try Free & Unlock
7 days free, then $44.99/year. Cancel anytime.
Scanner
Find a barcode to scan

Settings
General
Widget
Loading...