The Hundreds – Selling, Without Selling Out

Having grown up in Southern California, its sun-drenched streets did more than provide a stomping ground for Ben and Bobby Hundreds. Its culture seeped into their veins, and ignited a passion that would see them become the proud owners of a multi-million dollar clothing company before both turning 30.

The Hundreds is Huge!

These guys are literally living the dream; they’ve managed to make a career out of doing what they love, and a pretty damn lucrative career at that. What began life in 2003 as a blog and T-shirt line, subsidised by just a $400 investment is now a globally sought after clothing line, an online magazine which attracts more than a million visitors each month and much more than that, The Hundreds is a lifestyle project.

Every graphic T-shirt, snapbackl cap and backpack reflects Ben and Bobby Hundred’s Southern Californian roots and its hybrid culture of skateboarding, hip-hop, punk and surf. And their love of street culture dictates every aspect of the running of their business. These boys aren’t sitting in high-rise offices, at gold-plated desks counting their millions, they’re in the stores answering the phones and sweeping the floors. The Hundreds are all about people over product and that is why their customers, or ‘The Kids’ as Ben and Bobby affectionately refer to them, remain so loyal and dedicated to the brand.

The Hundreds clothing is distributed limitedly to skating boutiques and streetwear merchants all around the globe (and Street Casuals are proud to be one of them!). The brand has also been featured in numerous magazines, made appearances on several TV shows and even been featured as a cover story in the prestigious New York Times Magazine. Not bad for a couple of metalheads from Cali’ eh?