This Is Not a T-Shirt: A Brand, a Culture, a Community--a Life in Streetwear

For aspiring or current entrepreneurs, business owners, influencers and, personal brands, this book is a text book. You learn how someone took an idea and built a global brand from the ground up. Educational, inspirational, relatable, and has many great nuggets of truth that you can apply and execute with your own business or brand. For fans of streetwear or for those who want to understand streetwear, this book is the bible. It's all you need. Has the history, insights into the frenzy and allure of streetwear culture, and how it has evolved and grown over the years. For anyone just looking for a good read, this is an interesting and entertaining story. It has the ups and downs, trials and triumphs, surprises and excitement. You can't help but root for Bobby and The Hundreds.

...and began to reread right away. It's hard to put into words exactly how much and why this book has been my bible the past week and a half. I've already stained and worn my copy from carrying it everywhere with me. I've already bought two other copies as gifts. And yes, I'm buying another brand new copy for others to borrow (and maybe have Bobby sign). I hate to admit that after having so many negative memories associated with The Hundreds, I forced myself to "move on" from the brand. But after reading this book, I'm reminded of why I fell in love with The Hundreds to begin with: Bobby's sincere and sheer authenticity. Not only is it an amazing read, but an easy one as well because of Bobby's genuine transparency (and ingenuity). If you're looking for some inspiration to grow, or just interested in the history of streetwear, look no further and buy yourself a copy. I think I might even try out the audiobook. EDIT * I've officially bought a 5th copy to gift. Can't thank Bobby Hundreds enough for sharing this book at such a pivotal moment in my life.

Bobby Hundreds does what so many other brand makers and designers fail to do in the modern age, be humble. This book is great because it's a blueprint on the necessity of brand philosophy and developing a sense of community for your brand. As I expected from Bobby, he didn't waste time talking about the quickest way to make a million dollars or grow your IG follower count, he simply focuses on the curation of ideas and how a focus on brand identity is a necessity for anyone looking to create their own brand. From a storytelling point of view, Bobby does an amazing job of delivering relatable and immensely human moments from the Hundreds history.

If you're into streetwear, this is the book to get you motivated to start a brand. If you're not into streetwear, this is the book to get you motivated to make moves in your career or to start pursuing your passions outside of your career. For me, I viewed it from both lenses described above. The in depth stories provided by Bobby give the reader great insight as to what it took for him to get to where he wanted to be, and where he hopes to be in the future. The writing is transparent and honest, which makes it that much more enticing. Each detail that helped shape Bobby and his brand have purpose and meaning. As a reader, you truly feel like you get to know the man and the brand. We know WHAT the brand is, but now we know WHO the brand is, and HOW it came to be, and WHY it matters. A great read for anyone and everyone.

This book is a great read. There are like 1-2 street brands that I rock with, The Hundreds and Intellects. This book was a great insight to the highs and lows to turning a hobby into a safe haven. The Hundreds is truly a safe haven, a lifestyle that many rock with. The insight in this book has led to keep thinking within on how the product i put out to the world (doesn’t always have to be a physical product), makes people feel. Do people feel like I am using them, do they feel heard? Etc. Bobby took me through that endeavor; of being a law student with a hobby and taking this and transforming lives through his work. I am proud of the brand, of the book, and the eye opening experiences he shared. I am not interested in starting a clothing company at all but I am interesting in learning from those who stay true to who they say they are and I appreciate this book for doing that.

This is one of those rare books that I couldn’t wait to pick up and didn’t want to put down. I had very little knowledge of Bobby, Ben and the hundreds before reading this. But when I saw the tasteful way Bobby seems to combine entrepreneurship, art, clothing skateboarding, community, and music in the way he writes and creates I was sold... I pre ordered a copy and devoured it in the last week. I was hoping for something mildly entertaining and what I got was so much more... This book was well written, funny, easy and enjoyable to read and it was powerfully motivating, entertaining, and inspiring!

I absolutely loved this book and I have been supporting the Hundreds since I was back in elementary school. This book is more than just your typical hype wear 101, but Bobby pouring his heart out about what he is passionate about and the history and development not only on The Hundreds but how to pour into a community that will keep you staying up and won't question a brands integrity when moves need to be made. The Hundreds has always been a brand that likes to keep you drawn in with or by a story and in this book you find yourself realizing you can relate yourself so much to the struggles that are being drawn. Bobby is so transparent and authentic and is all about the community; if you're looking for a new book to read or an out of the ordinary "self help" book give this one a go!

A really great story about the struggles we all face. Of not fitting in, of not feeling heard, of everyone saying turn right when you want to go left, of having to claw your way to what your gut tells you you need, of finding a way in the side window when the front door won’t open, of getting more than you ever dreamt of, and of that not lasting forever and learning to stand strong against the waves. Streetwear may be the backdrop, but this book and the lessons Bobby delivers are simply about life - to learn how to trust yourself and push forward despite what the works tells you you “should” do. The stories are so so good, the pace is quick, and each chapter leaves you with a few nuggets of wisdom that leave you inspired. And for any fans of Ben Horowitz’s book The Hard Thing About Hard Things, this reads closely to it and you’ll love it.

Bobby has masterpiece here. Not only informative, but super interesting and fun.

Estou no início da leitura. Futuramente terei condições de avaliar o livro de uma forma mais completa.

I’ve re-read this at least 3 times and will keep doing so every year. Absolutely loved it and would recommend to anyone who wants to start a business, especially a fashion business. This book particularly was a must read for me considering my apparel manufacturing business and the brand I started.

I’m always buying books on Amazon

Been following Bobby since I discovered The Hundreds blog in 2005/6ish. I always said if he wrote a book that I’d definitely buy it; I kept my word and preordered this the very first day I learned about it. This book has everything - humour, touching moments, lessons, gems and everything in between. It did make me super nostalgic for “the old days” of streetwear but upon finishing it I also felt thankful that brands like The Hundreds are still around for me to enjoy and people like Bobby are still in the game for me to look up to. Thank you Bobby - for writing our history; for giving hope to Asian kids who grew up liking punk rock and skateboarding; for writing a book for us suburban kids from small towns who found ourselves and our belonging on forums and blogs; and for those of us who will always value people over product despite the way things have changed in streetwear in the last few years.