The streetwear movement was still establishing itself in popular culture around the beginning of the new millennium. As industry titans like Supreme and Stüssy gained popularity, two law students from Southern California were subtly sowing the seeds of a revolution in streetwear. The Hundreds was founded by Bobby Kim (also known as Bobby Hundreds) and Ben Shenassafar (Ben Hundreds) as a side project and creative outlet while they were in law school, not as a full-time effort. They had no idea that their side project would grow into one of the 21st century’s most significant streetwear businesses.
Image Source: https://thehundreds.com/products/powers-snapback-2025
Cotton to Courtrooms: The Origin of the Hundreds
Ben and Bobby first connected at Los Angeles’ Loyola Law School. Both were deeply involved in artistic subcultures, including street art, hip-hop, punk rock, and skateboarding, despite their legal studies. Instead of immediately entering the legal profession, they decided to use media and fashion as a means of expressing their passions. A cultural movement swiftly developed from what began in 2003 as a blog and a few printed T-shirts.
Ben oversaw business operations while Bobby handled branding and graphics for their first shirts, which were designed after hours. They operated The Hundreds out of their flats while maintaining their day jobs and education, demonstrating that hustling culture may occasionally result in legacy.
The community-first philosophy and do-it-yourself attitude
The Hundreds stood out for emphasizing community and narrative. The brand has always been about a way of life and a viewpoint, not just clothing. Their website’s blog, which chronicled L.A. Street culture, behind-the-scenes company glimpses, artist interviews, and editorials long before “content marketing” was a trendy term, became an essential component of the brand’s identity.
The Hundreds were able to develop naturally because of their genuine connection with their audience, which resonated with fans who recognized themselves in the narrative and aesthetic.
Iconic Branding and Adam Bomb’s Ascent
Developing a powerful visual identity was one of the brand’s best strategies. The cartoonish, mischievous, and rebellious “Adam Bomb” emblem became instantly recognizable and had a significant role in the brand’s success. It contributed to the transformation of their basic screen-printed t-shirts into collectibles.
Pop-up events, partnerships with musicians and artists, and limited drops increased demand and developed a devoted following.
Growing Your Side Business
The Hundreds eventually expanded into a full-fledged fashion firm, starting with pop-up shops and then on to flagship locations in New York, San Francisco, and Los Angeles. However, Bobby and Ben stuck to their original philosophy—creating a brand based on genuineness, inventiveness, and cultural relevance—even as it grew.
In his 2020 biography, This Is Not a T-Shirt, Bobby Hundreds described how the business evolved from a side effort to a global brand. The book provided insights for budding businesses and further cemented The Hundreds’ position in fashion history.
Legacy and Impact on the Current Fashion Scene
The Hundreds is a cultural institution as well as a streetwear brand today. The success of more recent streetwear companies that prioritize diversity, storytelling, and subcultural origins is evidence of their influence.
Now a multi-million-dollar brand working with companies like Disney, Adidas, and Puma, it began as a creative escape.
Streetwear Was Redefined by This Side Business
More than just a business case study, The Hundreds’ tale serves as a model for innovative entrepreneurship. By remaining loyal to their roots, taking calculated risks, and creating something that resonated with their community, Bobby and Ben Hundreds transformed a passion project into a legacy.
The Hundreds serves as a reminder to anyone with a side business today: your “after-hours” endeavor might become tomorrow’s worldwide brand if it is genuine, consistent, and purpose-driven.