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Community Unity: TDD Joins Bobby Hundreds for the Launch of the PUMA X THE HUNDREDS CLIQUES COLLECTION
Following the recent launch of the PUMA X THE HUNDREDS CLIQUES COLLECTION, The Drop Date caught up with chief overlord and brand founder BOBBY HUNDREDS for a chat about the project and his thoughts on the ever-evolving world of streetwear. Firstly, a little background history should set the scene perfectly…
The Hundreds was founded in LA back in 2003 by Bobby Kim and Ben Shenassafar, adding a much-needed shot of energy to the streetwear scene, as many of the first wave of labels were beginning to move in different directions or simply fade into obscurity. Taking an inclusive and all-encompassing approach to streetwear, the brand functions both as a media platform and curator of its own eponymous label, which has credibly engrained itself into the scene since its conception. The brand’s mantra, ‘people over product’, sets the foundations for the PUMA x The Hundreds collaboration, adding substance to a visually-impressive collection of apparel and footwear. With a respect for the scene’s founders and predecessors but with an eye firmly on the future, the collection successfully traverses the gap between the past and the present – a task that many lesser brands have attempted and failed at.
TDD: The Hundreds is one of the few brands that’s consistently remained relevant from its conception right up to the present day. In fact, much of the messaging in the creative output echoes what we witnessed from brands such as Supreme, PNB Nation, Stussy, Union, GFS, Project Dragon, 555 Soul and others during the early years of the streetwear scene. How do you manage to keep both the brand and yourself credible and on top of what’s going on right now, without losing those core values?
Bobby Hundreds: The brand is a reflection of our lives and experiences. We just try to communicate that honestly as we grow – both as people and as a company. We love what we do. I feel like I’ve never had to adhere to anyone’s rules or benchmarks. I think that translates in a product that feels uniquely ours.
TDD: The idea of groups and cliques will resonate with almost everyone. Streetwear itself seems to be an amalgamation of different subcultures coming together. What gave you the idea for this theme? How did you begin to formulate and plan something this involved without having to water down your creative ideas?
BH: Since I was a high schooler in Southern California in the ‘90s, I’ve always been fascinated and intrigued by teenage cliques – the idea of social tribes that are distinguished by their uniforms and badges. I also didn’t see the purpose for them outside of arranging identity, to feel distinct and apart. Over the years, we’ve watched a lot of those cliques transition. Teenagers still affix themselves to pods, but it is harder to tell what they’re about just by the way they dress. I think that comes from the contemporary attitude of inclusivity and openmindedness, and I love that. When I was younger, a skater dressed a certain way, listened to a certain music genre, felt politically inclined in one direction. And he/she did not mix fluidly with the cheerleaders or the theatre kids or the jocks. Nowadays, young people are more flexible about who they are and what they are about and even though I miss the harder distinctions in dress, that’s commendable progress.
TDD: PUMA’s history is undeniable: the Formstripe remains to be a visible graphic element throughout the past 70 years of sports and lifestyle history. When you were invited to collaborate with the brand, how did you approach something of this calibre, which is steeped in so much cultural importance? Did the archival and heritage aspects of the brand inspire and influence the way you worked on the project?
BH: When Puma approached us about a collaboration, one of the larger factors we considered was Puma’s rich heritage. With any collaboration, we seek complex stories to tell – not just of our partner, but of ourselves. Educating our audience about a collaborator serves to highlight nuances in our own character. So, when we visited their headquarters in Herzo, it was important to be walked through the archives and be informed of some key milestones, especially in regards to social justice as this is close to my heart. From there, we were equipped to take the Puma story forward, adding to an already-important history.
The PUMA X THE HUNDREDS CLIQUES COLLECTION is AVAILABLE NOW: shop the drop by following the banner below.
