This Is Not a T-Shirt

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: December 14, 2024