So, what exactly is streetwear, and how and where did it all begin? Well, the subject is actually one of considerable debate however, it's generally agreed that the origins of urban fashion as we recognise it today can be traced back to the late 1970s and early '80s in Southern California.

Skateboarding and surfing were enjoying a peak in popularity at the time, and a surfer by the name of Shawn Stussy*, was one of the first of a new brand of young, street-smart entrepreneurs. Inspired by a passion for surfing and the culture that surrounded it, Stussy was unsurprisingly, quickly seduced by the idea of designing and making personalised T-shirts for himself and his friends. He also took is hand to surfboard design, with great success, and it didn't take long for the label 'Stussy' to establish itself as the lead player in this new and emerging world of urban fashion.

Stussy provided a blueprint that countless other streetwear labels would later go on to follow. The idea was to create clothing that represented the surf, skate and punk sub-cultures, to which Stussy, and countless others at that time, belonged. They all embraced the punk do-it-yourself ethic, whose acts would create their own T-shirts and mix-tapes to give out to their fans.
This style of self-marketing was just as common in the hip-hop world, and as hip-hip began to grow in popularity and became more dominant in both the alternative and mainstream music scenes, many streetwear designers started experimenting with incorporating elements of hip-hop style into their lines. This was to prove hugely successful, and by the '90s would see streetwear go on to firmly establish itself as an extremely lucrative industry, both in the American and Europeon market.

Fast-forward to today and the nature of streetwear has evolved considerably. Although its philosophy remains the same, the way in which the brands market themselves has been, like so many things, completely revolutionised. This is largely due to the dawning of the digital age, but also reflects the ever-changing nature of streetwear culture itself.

Urban fashion has always been a direct product of its surroundings. And as those surroundings continue to change, urban fashion will change also. As the younger, digitally savvy generations continue to utilise all the tremendous advantages of technology, I think it's fair to say that exciting times lie ahead in the ever-evolving world of streetwear.

* Check out the awesome vid' below to get an insight from the man himself on what the streetwear business was like in the '80s.

The Hundreds started life somewhat humbly in 2003, as a blog and T-shirt line. Subsidised by a tiny $400 dollar investment, it's amazing to think that the company has now evolved into one of the most globally sought-after streetwear brands in history.
Having grown up on the sun-drenched streets of Southern California, Ben and Bobby Hundreds were exposed to an eclectic mix of subcultures. Punk, skateboarding, surfing and hip-hop struck an almost instantaneous chord with the two boys, and inspired a passion that would ultimately result in both becoming the proud owners of a multi-million dollar clothing brand, before turning the age of 30.

Unlike many streetwear brands, The Hundreds has stayed firmly in touch with its customer base. And even more unusually, Ben and Bobby are still majorly involved with the day-to-day running of the company. These boys have every excuse to just sit back and enjoy all the perks of the corporate lifestyle; but don't expect to find them up in the high-rise offices sipping Cristal champagne, oh no, you'll find them in the stores, answering the phones and sweeping the floors.
Ben and Bobby affectionately refer to their fans as 'The Kids', whose fierce loyalty to the brand is equalled only by the loyalty Ben and Bobby Hundreds show them in return. This mutual respect and dedication is bolstered by the fact that, through their clothing, they encourage their customer base to embrace individuality, and show that with a lot of hard work and dedication, any dream is achievable.

That's just a small part of what makes this brand truly special. The Hundreds isn't just a clothing brand; it's a lifestyle project, the world's first social merchandising company, and the ultimate rags to-riches story. The brand reflects the street-culture that Ben and Bobby continue to live and breathe - a culture that fuels their passions and provides the inspiration for every single thing that they do.

Unlike many other streetwear brands that claim to be 'down with the kids', it's clear that Ben and Bobby Hundreds really do care about their fans. It is this company ethos of 'people over product' that makes them truly unique in the world of streetwear and urban clothing.

The Hundreds clothing is distributed limitedly to only a select number of skating boutiques and streetwear merchants across the globe, so you won't find them just anywhere. But, if you're looking for a reliable UK-based distributor, try checking out online retailer, Street Casuals. They offer an extensive selection, ranging from snapback caps and T-shirts, right through to sweatshirts and coats, so you can get your hands on some awesome The Hundreds clothing, with minimal hassle.
Click the link below to check out their awesome 2013 Spring Lookbook!
http://thehundreds.com/lookbook/spring13/