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The Hundreds WOW me

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The Hundreds, a streetwear clothing brand for lack of a better word, just released the 2nd drop of their fall collection and I was impressed. I’ve been following the brand a lot recently because their website is so addictive, but I could never understand why I kept coming back. I don’t get into streetwear much. I’ve been dressing in ties and the like since my senior year in high school. The renaissance of streetwear culture had not hit the mainstream yet. And personally, I feel a little old to be wearing graphic T-shirts and jeans as my going out clothes. The Hundreds, on the other hand, are really marching to a beat of their own tune, and there is something very respectable about it. Their interpretation of California Culture blows my mind with the way it resonates with so many people. They take images that the people of Cali probably see everyday and they put their twist on it. The result is a new-found appreciation for the visuals that surround our everyday life.

For example, a piece from their latest collection, pictured above, is inspired by a Los Angeles mural painted during the 1984 Olympics. I cannot tell you how many times I’ve passed that mural as my parents drove our beat-up Jeep on the freeway. I cannot tell you how many times I have fallen asleep in the car with that image imprinted in my brain, when I was still too young to inquire what it means but just accepted it as part of our city. That mural is a childhood memory to me.

You always hear streetwear and street culture as a means of expressing yourself. I’ve hardly seen it done without me saying, WTF. Self-expression is only as good as the outside world interprets it. I think that’s one thing The Hundreds attempts that most streetwear brands get wrong: strong emotional appeal to the customer. With the Hundreds, it’s not, “WTF!” It’s, “I get it. I understand.”

I plan to cop me Hundreds gear sooner or later. It’s just a matter of picking something that the youngsters haven’t already played out.

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One Comment

  1. claire-ver
    Posted August 29, 2008 at 9:17 am | Permalink

    For sure brings back memories. I really like this post.


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