• This Is Not a T-Shirt

  • A Brand, a Culture, a Community - a Life in Streetwear
  • By: Bobby Hundreds
  • Narrated by: Bobby Hundreds
  • Length: 8 hrs and 49 mins
  • 4.8 out of 5 stars (411 ratings)

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Publisher's Summary

The story of The Hundreds and the precepts that made it an iconic streetwear brand by Bobby Hundreds himself

Streetwear occupies that rarefied space where genuine "cool" coexists with big business; where a star designer might work concurrently with Nike, a tattoo artist, Louis Vuitton, and a skateboard company. It’s the ubiquitous style of dress comprising hoodies, sneakers, and T-shirts. In the beginning, a few brands defined this style; fewer still survived as streetwear went mainstream. They are the OGs, the “heritage brands.” The Hundreds is one of those persevering companies, and Bobby Hundreds is at the center of it all. 

The creative force behind the brand, Bobby Kim, a.k.a. Bobby Hundreds, has emerged as a prominent face and voice in streetwear. In telling the story of his formative years, he reminds us that The Hundreds was started by outsiders; and this is truly the story of streetwear culture. 

In This Is Not a T-Shirt, Bobby Hundreds cements his spot as a champion of an industry he helped create and tells the story of The Hundreds - with anecdotes ranging from his Southern California, punk-DIY-tinged youth to the brand’s explosive success. Both an inspiring memoir and an expert assessment of the history and future of streetwear, this is the tale of Bobby’s commitment to his creative vision and to building a real community.

©2019 Bobby Kim (P)2019 Macmillan Audio

Critic Reviews

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What listeners say about This Is Not a T-Shirt

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Bitter sweet

Bobby Kim tells a good story. The quality of the narration and the nostalgia of the story is worth a listen even if you haven’t been in this clothing game. My only issues about the story is the paradox of his beliefs and his choices. He believes in community and inclusion but decidedly ridicules communities that don’t align with his ‘sense of cool’ or dismisses their story that has lead them to different conclusions. He is frustrated with racism but quickly stereotypes white people. Theres a point in the book where he describes how many women work for The Hundreds I’m elevated positions as a response to “equality” but doesn’t seem consider that he has discriminated against capable men to achieve this “equality”. (Equality means that you give the best person the job and don’t overlook someone based on their sex. It doesn’t mean hire who you think is oppressed so that you appear to be enlightened.) Things like this distracted from an otherwise great American story.

5 people found this helpful

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Inspiration For Days

I have been designing, screen printing, and running my own small t-shirt brands since 2003. It's a world that has consumed me and is engrained into who I am as a person. Starting around the same time that The Hundreds had started but also in an era where no one was really doing what they did. Bobby's blog was a huge inspiration and loved seeing the brand grow via it. Showing what was possible to a 20 something dude in the early 2000s in Nebraska. I still to this day continue to make an experiment and share my designs and creative ideas with the world. I think Bobby for continuing to be an inspiration and an industry game changer. Sharing his love and views on life with the world.

2 people found this helpful

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Exactly the Book I was looking for!

I am looking to start my own company and stumbled upon this book by accident. I had a credit to spare so I said why not. The book hooked me immediately and I loved it so much I finished it in the first day. Bobby tells the story so well and has a lot of great advice not just for running a business but also for life. Buying a physical copy for sure.

1 person found this helpful

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The Hundreds

I loved reading the book, The Hundreds was a huge part of my life growing up. I bought the book when it came out, later bought a signed copy by Bobby. Wanted to hear a familiar story so I decided to buy the book.

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Interesting story, but quite self-congratulatory

The story was interesting, and went into detail on their beginnings. Really cool story for the first half. I may be in the minority here, but I also found the latter half of the story very self-congratulatory. Bobby is a story teller, so that comes with the territory. I just found it a bit rich when he placed himself among great artists and business people. The Hundreds is a super cool success, but their clothing is not art comparable to Banksy as he suggests. And he got preachy about social justice issues at the end, which is already an exhausting topic. Even more so when it’s coming from someone who sells t-shirts. But, I also understand that’s kinda the point of the book. So, touché.

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Eleven:50Nine's Got Next

Ironically I purchased my physical copy when it released some years ago. Funny thing is I started thinking of a relaunch of my clothing brand and decided to stop everything I was doing to listen to the book. You recounting the glory days of "urban" fashion had me remembering my youth and when and how I fell in love with fashion. Thank you. BTW yes I paid for it twice 🤓👍

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loved

this book was recommended to me, i had an honor of meeting Bobby at the warehouse sale. solid brand, solid human. thank you for sharing!

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Empowering and Motivational

For an entrepreneur of any level, this is a wonderful glimpse into the early days of a great brand, as well as a stern pick me up for anyone struggling with their own brand. That also extends to the usual pitfalls of trying to create anything, it speaks to imposter syndrome, offers anecdotes from the edge of stardom, and is an overall "there are lots of people in your position" pat on the back to anyone struggling to find themselves.

This story is a great rollercoaster, and I recommend it to anyone interested in The Hundreds, streetwear, high fashion, or anyone that loves a coming of age tale centered around finding your place in the world.

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This is a MUST read.

If you are considering starting a t-shirt company or have started a clothing brand already this is a must read. Written and read by a true storyteller, the streetwear industry is more than high priced hoodies tees, it is a lifestyle! Breathe, be patient, keep your head down and grind. Things take time.

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Wow

Honestly I wasn’t into audio books, but a friend recommended I listen to this specific one. I’m not huge into street wear but this book completely changed my view on street wear. Book was easily heard, and I never wanted it to end. Amazing !

1 person found this helpful

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  • Sean
  • 08-08-19

Wanted some inspiration and got MUCH more.

I am so impressed with this book. I play in a band and wanted some inspiration for the merch side of things but I left with a renewed and newly found passion for art and fashion. Bobby is a very intelligent author who I found to be incredibly engaging but at the same time very entertaining. I was happy to when I found out he was also the narrator and his descriptive language (that isnt in any way over the top) does a great job of taking to you L.A, Japan, the 80's and beyond. I have listened to 20+ audio books from Audible in my time and this is probably my favourite so far. Thank you to Bobby to writing this and inspiring me to take a new direction in my creative endeavours focusing on sincerity, following my values and encouraging me to be me.

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  • Torag
  • 07-24-21

Inspirational.

I wish I found the inspiration that I got from this book a long time ago.
Great insight to a phenomenal brand.

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  • Anonymous User
  • 10-15-20

Great

Hey guys!

This is really Just what I needed.
Real inspiration.

Thank you

Lewis Foster

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  • Angelicano
  • 08-21-20

Honest and super-informative

Fantastic read for creatives or entrepreneurs or creative entrepreneurs. Really well read by the author.

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  • Amazon Customer
  • 06-05-20

Inspirational

Amazing, inspirational and informative. Such an easy listen and I respect The Hundreds as a brand even more

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  • Tanja
  • 06-08-21

Overall good book for anyone in small business

Overall this was a good easy lesson with good narration and comprehensive story about the Bobby hundreds Start failures successes and background to his T-shirt and streetwear brand.

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  • Rockett
  • 07-15-19

Deep and insightful!

As someone who worked in streetwear for 10 years and loves The Hundreds as a brand and a culture, this book was everything I was hoping for. Great narration by Bobby made it even better!

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