The Hundreds wouldn’t be the streetwear (and now NFT) powerhouse it is today without Bobby Hundreds. Co-founder of the brand and designer of, among other things, its iconic Adam Bomb logo, Bobby has been front and center, leading the company into the new paradigm of metaverse fashion.

Digital fashion has been approached from numerous angles over the last year. While NFT natives such as RTFKT create wearables from a digital-first perspective, established brands including The Hundreds have come from the outside in with great success.

Yet, the streetwear brand seems to be miles ahead of their would-be metaverse competitors such as Gucci, Louis Vuitton, Burberry and Dolce & Gabbana, who all entered the NFT space this year. With exclusive products featuring CryptoPunks and Bored Apes from The Hundreds already in circulation, co-founders Bobby and Ben Hundreds are poised to be some of the most influential names in the NFT space.

To Bobby, though, the brand’s current happenings seem almost full circle, as he says The Hundreds was one of the first streetwear brands to take collector culture and make it appealing to youth. “The attitude of NFTs that [The Hundreds] contributed is that you can be a collector, but it can also be done in a really cool and culture-forward way,” Bobby tells nft now.

On this episode of the nft now podcast, Bobby Hundreds discusses how streetwear brands can get into NFTs, the future of Adam Bomb Squad, and more. 

As a premier streetwear brand, it would be easy for The Hundreds to simply create and market digital wearables — or even incentivize collecting their digital goods to receive physical products. Yet, it appears one of the most successful Hundreds NFT endeavors thus far has had little to do with clothing.

Enter the Adam Bomb Squad NFT project, which features The Hundreds’ cartoon bomb logo. Without selling a single garment, the brand amassed more than $50 million in sales volume on OpenSea from this NFT collection alone. 

But for Bobby, there’s far more to NFTs than a vehicle for art and wealth. He says the human element that inspired the creation of The Hundreds is exactly what motivates his and Ben’s efforts within the NFT community.

“What it’s really been about the entire time is the stories of people and humans and designers and the experiences of what they’ve gone through in their careers,” Bobby tells nft now. “So NFTs really spoke to us, because it kind of removed a lot of the fashion elements that we understand today and put the spotlight on the fact that it’s always been about human stories. It’s always been about art. It’s always been about identity, brand, community, craft, culture.”

Hit subscribe and jump into our full conversation with Bobby Hundreds. You’ll find out how The Hundreds got into NFTs, the cultural milestones Bobby Hundreds anticipates for NFTs to reach mainstream adoption, and more.

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