Monday, June 01, 2009

Ode to the hundreds (part 2)

If you've been reading my blogs for some time now you know how much of a fan I am of the Los Angeles streetwear 'the Hundreds'. In fact I was so inspired by the brand that I myself planned on starting my t-shirt company, starting this blog was the 1st step in my master plan (see original post here). Recenly however I've lost a huge chunk of respect for the brand, mostly because of this graphic design that first appeared in the hundreds' Fall 08 collection. The name affectionately given to the shirt (I'm sure) is 'Devil'.

I understand that the Hundreds is not a christian brand and I get that the design might not be a big deal to many, but it is to me. Having the face of a horned 'devil' prominently displayed on your chest with 'the Hundreds' stapled to his gums is not my idea of rad. Symbols such as the upside down star and skull and bones are as prominent in skateboarding as they are in Rock music. The point is to rebel, to throw up a middle finger to the conservative masses by doing something 'different', but it has become such a status quo that you probably can't find more than a handful of skate brands who don't have follow suit. Well the Hundreds just released their latest collection (summer 09) and again they show no shame in stealing from fellow streetwear brands (specifically Crooks'n'Castles) demonic illuminati conspiracy theme from THEIR last collection.

Great job THE HUNDREDS you've managed to take your devil tee one step further and will probably now get the attention of many a rapper/rocker/movie star/mogul/satanist/teen who either loves the idea of associating with something irrefutably rebellious or are stupid enough not to care.

1 comment:

ForwardThought said...

As you wrote; skulls, bones, and the devil--popular for the rebel--but nonetheless, I agree, it is all really a shame. What ever happen to the "good old wholesome" Gap or Old Navy logos.

My son (10 yrs old) came home one day and was pleeding for a SouthPole shirt--"Dad it's the coolest thing." Well, we were at a store which sold these shirts and low and behold what did I notice as the main theme on mostly all of their shirts--the skull and bones. Needless to say, I compromised to the whimpering eyes of my child and managed to find one without the skull and bones. However, I told my son--"no more... we are not going to support a company the promotes such thing."

These companies might market these things to the "coolness factor" and say it is "harmless" but I believe it does nothing but add to the growing desensitizing of our youth.

God bless you, FT