Without any money behind us, we did what we wanted. We were accountable to no one. We said no to everyone.

The Hundreds is an utter anomaly in the fashion world, following no previously established business model.

Skateboarding and hardcore taught me to question everything, repeatedly, to constantly challenge myself. The cover art for Minor Threat’s Out of Step features a lone black sheep turning away from the white pack. The black sheep is where my eye is immediately drawn. It’s in my nature to go against. I know this might sound stupid, but if everyone is ... See more

The only way to get your audience on board with your logo is by showing them how serious you are about it. Commitment!

To this day, that’s my primary rule when it comes to designing T-shirts: have something to say.

The Hundreds, however, is powered by culture and community. We like to say, “People over Product.”

Restaurants and nightclubs grow on the strength of their newness. After a couple years, the novelty wears off, and they become a business like any other—relying on marketing and reinvention.

T. S. Eliot once described hell as a place “where nothing connects with nothing.” Dissociation has historically been a major source of unhappiness in people’s lives. Humans long for connection; we want to feel that our lives have value and significance.

I had the luxury of crafting my brand identity for years before I met my audience. I attribute much of our longevity to the blogging spirit and this fundamental mantra: DIY and DIFY. Do it for yourself.