The Hundreds gives us a glimpse at its next phase of rebranding through a short film titled “Wildfire.” Written and directed by co-founder Bobby Hundreds, the video showcases his daily life, from his morning routine with his kids to meetings at the office and storefront in Los Angeles. Most importantly, it highlights the people he works with as they convene to celebrate a new era of the brand. They collectively don shirts and jackets bearing the new logo while gathering to implant a flag with the updated design featuring lightning bolt-like shapes in red, yellow and black. Watch the statement-making film above and shop the T-shirt with the latest logo at The Hundreds.
To read Bobby Hundreds’ opinion on the state of streetwear, check out his editorial piece written here.