The Hundreds
A Los Angeles streetwear brand combining graphic-led apparel with art, music, retail, and broader youth-culture communities.
Last updated August 22, 2026
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Overview
The Hundreds is a privately held American streetwear brand founded in Los Angeles in 2003 by Bobby Kim and Ben Shenassafar, who were law school classmates. The brand emerged from the Los Angeles streetwear environment and built its identity around graphic design, limited and highly recognizable apparel, and close engagement with the cultural worlds surrounding street fashion. Its name is associated with a distinctive visual language and with a broader editorial approach to documenting the people, creative practices, and subcultures connected to streetwear. The core business centers on clothing and related lifestyle goods, including graphic T-shirts, sweatshirts, outerwear, headwear, accessories, and footwear. The brand has also sold eyewear and published a print magazine, giving it a scope broader than a conventional apparel label. These adjacent activities reflect The Hundreds' positioning as a culture-oriented brand rather than only a seasonal clothing producer. Its designs have drawn on influences from graphic designers and visual cultures associated with San Diego, Hawaii, and Hong Kong, while its Los Angeles base has remained central to its identity. Retail has been an important part of the brand's development. The Hundreds opened its first store in Los Angeles in 2007, followed by a San Francisco location in 2008 and a New York City location in 2010. On April 1, 2011, it opened a fourth retail store in Santa Monica, California. This sequence gave the company a physical presence in several major American fashion and cultural markets and complemented its direct brand communication through online channels and editorial media. The Hundreds has also partnered with numerous other brands and creative entities. Collaboration is a significant part of its product and marketing model, allowing the label to connect its recognizable graphics with other communities, properties, and design perspectives. The combination of limited releases, collaborations, retail stores, and cultural storytelling has helped it maintain visibility within the streetwear sector. The brand's importance was recognized by Complex magazine, which placed The Hundreds fifth in its 2011 ranking of the greatest streetwear brands. The available reference material does not establish a current ownership structure, public listing, revenue figure, executive roster, or detailed present-day store network. It does, however, identify The Hundreds as an active Los Angeles-based streetwear business with apparel, footwear, eyewear, publishing, retail, and collaboration activities.
History
The Hundreds was established in Los Angeles in 2003 by Bobby Kim and Ben Shenassafar, law school classmates who entered the streetwear field during a period when independent labels were increasingly using distinctive graphics, limited products, and community-based marketing to build recognition. From its origins, the brand was closely associated with Los Angeles street culture and treated clothing as part of a wider cultural conversation involving design, music, art, and youth communities. The label's early design work was influenced by graphic designers and visual cultures from San Diego, Hawaii, and Hong Kong. These influences contributed to a graphic-centered approach that became an important part of The Hundreds' identity. Rather than relying only on conventional fashion-season narratives, the brand developed recognition through visual motifs, streetwear staples, and a strong connection to the communities that consumed and discussed its products. The Hundreds broadened its activities beyond apparel. Its product scope came to include footwear, eyewear, and accessories, while the company also sold a print magazine. The magazine and related editorial activity supported the brand's role as a chronicler and participant in street culture, helping connect its commercial products with the artists, designers, musicians, and subcultures that shaped its environment. Retail expansion began in 2007, when The Hundreds opened its first store in Los Angeles. A San Francisco location followed in 2008, extending the brand's physical presence beyond Southern California. In 2010, the company opened a store in New York City, giving it a presence in another major American fashion and media market. On April 1, 2011, it opened a fourth store in Santa Monica, California. The retail network made the brand more directly accessible to customers and reinforced its identity through branded physical spaces. Collaboration has remained another important element of The Hundreds' development. The brand has partnered with numerous other brands and creative organizations, using collaborative products to bring together its own graphic language and streetwear audience with outside properties and design communities. Such partnerships are consistent with the label's broader positioning as a culture brand whose relevance depends on participation, recognition, and community as much as on individual garments. The brand received a notable industry accolade in 2011, when Complex magazine ranked it fifth among the greatest streetwear brands. This recognition reflected The Hundreds' visibility and influence within a field that had grown from specialist urban fashion into a broader international category. The available reference material provides limited information about later corporate developments, current leadership, ownership, revenue, or the present retail footprint. On the documented record, The Hundreds remains an active Los Angeles-founded streetwear brand with a business spanning apparel, accessories, footwear, eyewear, publishing, retail, and collaborations.
- 2011
Santa Monica store opens
[1]On April 1, The Hundreds opens its fourth retail store in Santa Monica, California.
- 2011
Complex recognition
[1]Complex magazine places The Hundreds fifth in its ranking of the greatest streetwear brands.
- 2010
New York City store opens
[1]The Hundreds expands its American retail presence to New York City.
- 2008
San Francisco store opens
[1]The brand follows its Los Angeles store with a San Francisco location.
- 2007
First retail store opens
[1]The Hundreds begins its physical retail expansion with a store in Los Angeles.
- 2003
The Hundreds is founded in Los Angeles
[1]Bobby Kim and Ben Shenassafar establish The Hundreds in Los Angeles.
Products and positioning
A culture-led, graphic-focused streetwear brand positioned around Los Angeles identity, limited releases, collaboration, and participation in art, music, and youth subcultures.
Apparel
Graphic apparel
Graphic T-shirts, sweatshirts, hoodies, jackets, and related garments form the core of The Hundreds' product offer. The range expresses the brand's visual identity through prominent graphics and streetwear-oriented silhouettes. These products connect the label's commercial activity with its broader interests in art, design, music, and youth culture.
Accessories
Headwear and accessories
The Hundreds also produces headwear and other accessories that extend its graphic language beyond full apparel looks. These goods support the brand's streetwear positioning and provide lower-complexity entry points for customers who identify with its visual and cultural vocabulary.
Footwear
Footwear
Footwear is one of the product categories associated with The Hundreds. It broadens the label's offer from graphic clothing into complete streetwear outfitting and has also provided a platform for partnerships and collaborative releases.
Eyewear
Eyewear
The brand has sold eyewear as part of its broader lifestyle assortment. The category complements its apparel and accessories business and reflects an effort to extend The Hundreds' identity into adjacent fashion goods.
Publishing
The Hundreds print magazine
The Hundreds has published a print magazine, making editorial media part of its brand ecosystem. The publication supports the company's culture-focused positioning by giving it a format for presenting people, ideas, and creative communities connected with streetwear.
Brand decisions
2007
Move into physical retailStrategyBackground
After operating as a Los Angeles streetwear label, The Hundreds expanded its customer-facing model through a branded retail store.
Action taken
The company opened its first store in Los Angeles and subsequently developed additional locations in San Francisco, New York City, and Santa Monica.
Aftermath
The retail rollout gave The Hundreds a physical presence in several major American markets and strengthened its direct relationship with customers.
Recent events
- 2011
The Hundreds opens its fourth store in Santa Monica[1]
Other
On April 1, 2011, The Hundreds opened a fourth retail location in Santa Monica, California.
- 2011
Complex ranks The Hundreds among the leading streetwear brands[1]
Other
Complex magazine ranked The Hundreds fifth in its list of the greatest streetwear brands.
- 2010
The Hundreds opens a New York City store[1]
Other
The brand continued its American retail rollout with a store in New York City.
- 2008
The Hundreds expands to San Francisco retail[1]
Other
The Hundreds opened a San Francisco store as part of its early retail expansion.
- 2007
The Hundreds opens its first retail store in Los Angeles[1]
Other
The brand expanded from its streetwear business into physical retail by opening its first store in Los Angeles.
Sources2 sources
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