Sublime

My idea of streetwear is that it was born of the streets and is meant for the people. I want to reach as many of them as possible and connect them in the process. That means selling to accessible stores on their level, making quality, time-tested product that holds value, and keeping it at a place where they can get to it.

Our mantra is “People over Product” to remind us that without culture, The Hundreds is just a label.

For every new subway ad featuring an online pharmacy and a nice monstera plant, there was a new pop-up skate shop soaking up the runoff of Supreme teens. HSWLD on Delancey, a dozen others lost to memory… Online, I browsed IJJI and v.soon and Anti-Social Social Club on my friend’s Tiny Clothing Stores Are.na channel, this selection a mere trickle of

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I’m a black T-shirt, Chucks, and Dickies guy because (a) it’s pragmatic and no-nonsense attire, and (b) it says everything about what’s mattered most to me in my life: California, skateboarding, and punk. When it comes to design, I don’t look high and I don’t look to my side. I prefer to look behind me.

I appreciate the money and success, but I also miss the days when The Hundreds was more like a secret-handshake club.