Bobby Hundreds: 80′s Icons to the Present | Hypebeast

How long did the whole conceptualization take for this project? Personally, I find something involving DeLorean immediately interesting as it combines two totally incongruent factors from very different backgrounds. Do you feel there’s been a certain mis-guided approach to collaboration as everything remains too close and associated with one another (i.e. two fashion brands collaborating)?

Not too long.  Most of the hours were put into building a relationship with Steven Wynne, owner of DeLorean Motor Company, and his team.  It’s their first time embarking on a project like this, so getting them familiarized with The Hundreds and our process was half the battle. 

I completely agree with you, but I wouldn’t say the traditional path to collaborations has been a misguided approach.  It certainly makes the most sense and works out organically for both partners.  But, as most of you know, collaborations are a dime a dozen these days between apparel brands and other labels, or designers, or an artist project.  As the Creative Director for our brand, sometimes it can be frustrating that the only places to turn for an interesting collaboration have already been picked through, whether it be my favorite artists or bands or labels.  On the other hand, it provides an interesting challenge and opportunity, to seek collaborative partners outside the traditional streetwear context.  That’s why, in the past, I’ve chosen to work with artists who may be under-the-radar compared to the usual suspects, but their influence is profound, their history is intertwined with The Hundreds’ story, and their significance is evident from a cultural context in other ways.  

At first, DeLorean seemed an unorthodox choice for a collaboration, but once we flipped it on its head, it opened up a range of creative possibilities.  And in the end, we made the impossible possible.  I think we successfully managed to fulfill a creative partnership between a street apparel brand and an iconic ‘80s automobile, in a capacity that made sense for everyone involved.

I think over many instances, you’ve accomplished your goal of bringing to light artists and creatives which may have traditionally been unknown to your audience. I respect the educational aspect this brings as well it answers a question I had previously the intention of asking. However in the future, would you or have you considered the opportunity to collaborate on something that’s mostly unfamiliar to you for example, not a piece of fashion.

Sure, why not? Also, we already have.  We’ve made snowboards, BMX bicycles, vinyl toys… I have some great ideas for furniture and houseware that we’d like to get into.  But outside of making product, I’ve always intended to get into collaborating from a writing perspective.  Anything from working on a screenplay or a popular TV show, to doing comedy or ghost-writing.  I think people know I have a background in writing, but I also have a history and interest in writing for stand-up.  So that would be interesting and perhaps unexpected. Eventually, Ben and I will continue to work within music and publishing as well. The Hundreds was originated as a lifestyle project, a very diluted concept today.  But the idea was that it went beyond fashion or material goods, and was more of a creative umbrella that encompassed our interests.