The Hundreds' remodeled flagship features a neon sign with quote from co-founder Bobby Hundreds' book "10 Rules of Brand Building"
THE HUNDREDS
A Peek Into the Flagship Remodel
In a business where the remodel of a flagship store can take more than a year, The Hundreds, a high-profile streetwear brand, wasted no time in getting its flagship back in the game.
It recently reopened its flagship at 7909 Rosewood Ave., in Los Angeles’ Fairfax District, just a couple of months after closing it for renovations.
Ben Shenassafar, a brand co-founder who also goes by the name of Ben Hundreds, said that the Rosewood store tripled in size, from 400 square feet to 1,200 square feet. It closed in September but reopened on Black Friday, Nov. 28. He said that it was important to add new elements, such as a library, which is lined with pop-culture tomes such as an encyclopedia on the ’80s rock band The Smiths and “Not That Kind of Girl” by Lena Dunham. But they wanted to preserve the soul of the flagship, too.
“The goal was to keep the feel of the shop the same,” Shenassafar said of the store’s unique vibe, which has new amenities. “We got some air conditioning finally.”
The exterior of the flagship is black with the brand’s logo riding above the store’s doorway. The inside of the store is lined with a dark-wood paneling. In bright neon lettering above the cash wrap there’s a sign that states “Childlike in Wonder. Romantic in Revolt,” which is a quote from the missive “10 Rules of Brand Building” by Bobby Hundreds, Shenassafar’s business partner, who was born Bobby Kim.
The Hundreds also runs stores in Santa Monica, Calif.; San Francisco; and New York and wholesales the line to high-end boutiques and core skate shops. The brand began in 2003 as an apparel line and an online magazine.
