Deep Dive: 3 Lessons from Bobby Hundreds' "This Is Not A T-Shirt"
Image: design-milk.com
For anyone who shopped for on-trend clothing in the 2000s, The Hundreds is a familiar brand. The Los Angeles streetwear brand was known for its Adam Bomb logo, its irreverent graphic t-shirts, and it's deep seated cultural impact.
The creative founder of the brand, Bobby Kim AKA Bobby Hundreds, recently released his account of The Hundreds story, entitled "This is Not A T-Shirt". The book is an entertaining read, and full of valuable nuggets for anyone interested in succeeding in the fashion brand arena.
The book also presents some lessons that can be applied to the Cannabis industry, which has a lot of shared attributes as the fashion industry. Here are our three biggest takeaways from the book.
1. The Story Drives The Products
From day one, Bobby wrote incessantly on his blog. These writings would include elements of his own story of selecting fabrics, flying to different shows, and designing graphics.
Most importantly,these writings told the story of every piece of merchandise The Hundreds sold. Customers could see that the apparel designed was more than just a fashionable brand or a trendy aesthetic. Instead, it was a representation of a compelling story that they become a part of. Hence the title of the book, "This is Not a T-Shirt".
Cannabis brands would do well to heed this advice and tell the story behind new strains, new brands, or new products. Many customers, particularly in the cannabis space, are always looking for a deeper experience than just surface level enjoyment. Brands that can provide a deeper sense of meaning can foster a deeper sense of community and loyalty.
2. Have An Attitude of Disruption
Bobby's attitude towards life is clear in each chapter heading, which begins with a poignant line from a grassroots punk band. Including a Minor Threat or Gorilla Biscuits is not just a gimmick, its the bedrock of Bobby's whole business ethos.
This punk attitude is crucial for a newcomer in a competitive industry - instead of trying to emulate the existing powers that be, Bobby proposes that newcomers should do their very best to "piss them off".
This is an important attitude not only in a brand-saturated streetwear world, but also in a brand-saturated cannabis world. Those who stand out and stay relentless committed to their sense of self will carve out a following in a sea of also-rans, as they forge authentic connections to the customers who hold that same attitude.
3. The Lows & The Highs Don't Last Forever
A recurring theme of the book is humility and resiliency. The Hundreds went from an idea to a plucky underdog to a crowning success to the brink of irrelevance and then back to a resurrected success in the course of the book.
Bobby's viewpoint on this is refreshing, as he talks frankly about how he was undeterred by failures, viewing them as opportunities to reinvent and innovate. Equally refreshing is his account of how the company had to be re-shaped with some challenging sacrifices as they sought to fight through their seeming demise after their run of popularity.
An attitude of resiliency and humility is crucial in the cannabis industry, which moves quickly, crowning new winners and then dethroning them almost immediately.
In his epilogue, Bobby Kim equates these ups and downs with surfing. Timing and patience are crucial to succeed in both ventures, and can be the difference of fruitlessly struggling against the flow or working with it.
The entire book is a great read, and is linked below, in addition to Bobby Hundred's popular blog.
Read More: This is Not A T-Shirt [AMAZON]
Read More: The Hundreds Blog [THE HUNDREDS]
