Bobby Hundreds, founder of The Hundreds, announces formal retreat

Street brand The Hundreds ushered in major changes. The brand co-founder Bobby Hundreds (Bobby Kim) announced that he would step down from the second line and would no longer participate in the brand's creative planning and supervision in the future.

Recently, Bobby Kim shared this news in an interview with GQ. He said that next, he will hand over the full power of creative decision-making to current creative director David Rivera. “This is the first time that other people have completely controlled creativity. David Rivera has worked with us for a long time, starting with a fan, starting with a brand from the most grassroots photography assistant, then becoming an accessories designer, and then to a fashion designer. He has held all roles in the design field, step by step, and eventually becoming a creative director. We have also delivered a lot of responsibility about the brand to him in the past few years.”

Bobby Kim believes that he has retreated from the second line, “the best choice for the brand at the moment.” He quoted the lyrics of the song “Limitations” by the hip-hop group Souls of Mischief: “MCs should know their limitations.” He said, “I know where my limitations are. Do I think I designed it well? Do I think I understand street fashion? Sure. But at this time, I wasn't the best person to do the best for The Hundreds, and David was. I was very humbled to accept this reality.”

Last weekend, The Hundreds closed its flagship store on Fairfax Avenue, a trendy holy site in Los Angeles, without warning, causing an uproar. In response, Bobby Kim also admitted: “If I had decided, we would still open stores in Fairfax and Rosewood. But streetwear is no longer the market, and The Hundreds is no longer the brand. That customer base no longer exists. That customer base has grown up.”

“We want to continue running the brand and see where it will lead us. Now, let's see where David will lead us.”

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