The Hundreds

The Hundreds launched in Los Angeles in 2003 as a brand with a blog attached, an unusual structure at the time that turned out to be the model much of the industry eventually adopted.

Brand and platform

Publishing alongside the clothing gave the label a direct relationship with its audience and a voice in documenting the culture it was part of. That dual role is a large part of why the name carries authority beyond its sales volume.

At consumer shows

Labels with editorial credibility draw a different crowd than labels with only product. The conversation at the stand tends to be about the scene rather than the garment, which is a slower sale and a stickier one.