The idea of being “in” is an economy in itself: streetwear drops, exclusive social clubs, and now, as we’ve seen, viral consumer social products, which we’ll be focusing on for this piece.

What brands have realized is, you can create a “halo effect” around this that drives revenue for your brand. People line up to buy the limited edition stuff, and if they don’t get it, they still buy something less exclusive because they have already decided that your brand is cool and desirable and they want to advocate.

Today, we still have no idea what we’re doing, plugging different numbers into the combination lock until we get it open. Yet our brand is more profitable and notable than ever. Fifteen years is forever in streetwear, so why is The Hundreds still standing strong? My theory is simple. The Hundreds was never just about clothing. In the pure spirit of... See more