Bobby Hundreds Walks The Walk - Stab Mag
222 Views

Bobby Hundreds Walks The Walk

The Hundreds x Rick Griffin takes a much needed fresh look at surf marketing.

elsewhere // Apr 8, 2021
Words by Zack Raffin
Reading Time: 2 minutes

Bobby Hundreds has always been ahead of the curve.

The streetwear legend turned festival organizer turned NFT proponent is one of retail’s most innovative thinkers. That’s why, despite his self-admitted lack of surf knowledge, the Surf Industry Manufacturers Association selected Bobby to speak at their annual summit in 2018. The now well-circulated speech became something of a modus operandi for many surf brands to embrace diversity and, by doing so, open up surfing to everyone.

Fast forward three years and it’s clear that Bobby has not forgotten his message to surf industry execs. The Hundreds have just launched a collaboration with surfer-artist and Grateful Dead collaborator Rick Griffin with a look book featuring the crew from Black Sand Surf.

bobby hundreds

Per his Instagram:

Three years ago, I was invited to speak at the SIMA Surf Summit in Cabo. They asked me to share with the surf industry what made streetwear such a popular fashion statement with global youth. I didn’t talk about rarity or limited edition. Not once did I mention collaborations or sneakers. Instead, I talked about streetwear’s inclusive nature – from the fits and silhouettes to ownership and marketing assets. Contemporary streetwear’s most remarkable characteristic – that distinguishes it from other fashion movements throughout history – is that it is powered and illustrated by people who reflect the diverse makeup of the world. Black, Brown, Men, Women, skaters, surfers, streetwear accommodates all. Tonight, we debut our capsule collection with the late Rick Griffin @rickgriffindesigns, the legendary surf artist who is perhaps best known for his covers and posters for Grateful Dead. In shooting a surf-style lookbook, it was important for us to feature models who aren’t just from our community, but representative of the entirety. We want to thank Brick, Gage, and Tre from @blacksand.surf for making our collaboration look good and reflective of the culture. But, also for their work in diversifying the lineup and making the waves welcome for everybody.

A fashion company creating a line of surf-inspired gear is nothing new, but there’s fresh energy in this one. Bobby elevated a grassroots, local LA organization that aligns directly with the beliefs he laid out on the table in 2018.

Click here to shop The Hundreds x Rick Griffin. Here’s to more of everything THIS in 2021 and beyond.

Comments

Comments are a Stab Premium feature. Gotta join to talk shop.

Already a member? Sign In

Want to join? Sign Up

Advertisement

Most Recent

How Much Would You Pay For A Session Like This?

A cost-per-vision breakdown of Kian Martin and Tai Buddha's latest strike mission.

Oct 2, 2022

Ongoing Dialogue: Jack Freestone And Album’s Matt Parker On How They Get Sparks To Fly

"Nowadays, a standard thruster feels pretty alt to me." -Jack

Oct 2, 2022

Davo’s Death Strikes At Surfing’s Core

The underground icon battled demons til the end. His untimely demise is yet another cautionary…

Oct 1, 2022

Macaroni in the Pot

Jaleesa Vincent and 200 Lefts in the Mentawais

Oct 1, 2022

Introducing A Brand New Travel Series (With A Familiar Name)

Watch the first New York episode of Stab & Red Bull's No Contest Off Tour.

Sep 30, 2022

Leandro Dora: Pro Surfer, Businessman, Punk Rock Festival Organizer, Spiritual Mentor, And World Title Winning Surf Coach 

Meet one of the most beloved and effective individuals in the athlete's zone.

Sep 29, 2022

12:31

You’re Gonna Click On A New Oscar Langburne Video

Style that can't be denied.

Sep 29, 2022

Long Read: An Angel At My Table

From Stab Issue 15, October 2006: Chris Davidson has one more shot at the big…

Sep 28, 2022

5:07

Watch: Kalani David’s Last Dance

A final surf part from the Hawaiian surf/skate prodigy.

Sep 28, 2022

Taylor Steele Won’t Let Surf Filmmaking Die Without a Fight

Movies shown, filmmaking advice, punk rock at the 2022 Solento Surf Festival.

Sep 28, 2022

Wait, Are We Going To See Moana Jones In The Olympics At Teahupo’o?

Team USA (women) and Japan (men) should be able to choose anyone they want to…

Sep 27, 2022

Donald Brink and Matt Biolos Win Mick Fanning’s Electric Acid Surfboard Test

And we had a party in Oceanside to celebrate.

Sep 26, 2022

Kanoa Igarashi and Kirra Pinkerton Answer Call Of Duty, Win Medals Of Honor In 2022 ISA World Games

Teams Japan, USA, and France move into Victor’s Village.

Sep 26, 2022

The Best Euro Surf Trips That Mightn’t Be On Your Radar

Want to know which less-trodden nation offers the most potential?

Sep 26, 2022

Former CT Surfer Chris Davidson Passes Away At Age 45

A radical life tragically ends outside a bar in New South Wales.

Sep 25, 2022

Where You Should Be In Europe Right Now

An overview of the region's greatest hits.

Sep 25, 2022

The Team Ukraine Interview

“There are mines near the shore, and already a lot of people have died…so it’s…

Sep 24, 2022

Mormaii Founder Raided By Brazilian Feds On Suspicion Of Plotting Against Democracy

Curiously, he's the second surf brand founder to become entangled in a political scandal of…

Sep 24, 2022
Advertisement