YouSaid · the spoken record

Bobby Hundreds

lines on the record: 228
first: 2023-05-11
most recent: 2023-05-11
sittings or episodes: 1
sources: podcast

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“In the end it was, did we make money? I think we lost money. The amount of time that we've spent and the amount of resources we've invested into giving back into that community who supported the project and has been with us along the way, it hasn't actually come out like we're profiting a great ton off top, like we've lost money by being a part of this”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Reduce the amount of clothing that we were selling in that time consciously, and also because so much of our efforts and especially me, my attention was entirely consumed with making these NFTs. If anyone reads the white paper, which is essentially the Bible as to why we built that project to begin with, a large motivation was to essentially go against what fashion has been doing in terms of contributing to waste in the world from a sustainable perspective. And if we can move a lot of digital ownership, but really a lot of digital status signaling online instead of having to make product against it, it caused so much to make this stuff and it just ends up in a landfill in Chile. We can do that with JPEGs. It makes a lot more sense as us as fashion brands to move into that realm. And so there was a lot of things that we were trying and experimenting with. And I think we actually moved the needle with in doing it. So was it worth it?”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Important to note. Even it was crypto pre tax. And people are like, oh, you made $7 million in a day because they just assume that these assets were generative and we built that project in like two weeks or something. We spent eight months doing, in fact, we spent over a year researching, listening to the community, being in clubhouses, trying to figure this out, doing the education part of it before we even stepped into how do we make this happen. And then let's create all the art. And most of it was manual. So if you look at our art, it's not like Mr. Potato Head style where you're just flipping traits around. They're individual pieces of art that were borrowed from 20 years of history from the hundreds. So our project was set up a little bit differently. And so if you look at it like, oh, they made $7 million over the course of a year and not to show too much of ourselves, but in terms of us selling clothing, we make a lot more than that, like as a clothing company. And we had.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, yeah. I'm going to be a politician about that. Was it worth it in the end to get into NFTs, delve into them, create a project? Absolutely. Speaking of suffering, was it painful and horrible? And at times did I regret entirely ever stepping foot into that space? 100%. And if you take money out of the equation, the $7 million people also have to be mindful of almost all of that went right back in. So we didn't pocket that. That's actually going back into supporting the company. The other thing people had, you know, at the time, everyone's like, wow, you guys made $7 million in a day. We didn't also.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“I romanticize and idealize that life too. Maybe if I was disciplined enough, I could do that. But I don't know. I like saying yes to things. Branding is all about saying no, but I like saying yes to so much.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. And 2020 had done a documentary on this cult called The Brethren. Look, a lot of that is mythology. I'm good friends with Don. We talk every single day, but he still leads this very virtuous spiritual life where he lives off the land. He travels the world. And not a week goes by where he tries to convince me out of this. And he's like, how's business going? Oh my goodness. It's a little stressful. He's like, I'm waiting for you on the other side, constantly. This is where I am today in Israel. This is where I am today in South Africa. This is my office. And he's alone or he's on top of a train just going into the middle of nowhere, enjoying his life. So those are the people. I don't think I could ever be these people, but they are my North Stars.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“There's a few of these figures in my life culturally. They're all the same. Salinger's one, Bill Waterson is another. But even in Street where there's a character by the name of Don Busweiler who's arguably the most iconic and influential streetwear pioneer. Don, and I'm in contact with him every single day, but no one else is, he joined a religious group, some people call it a cult in the 80s. He was on top. He's from Miami, animal farm history was probably the first real streetwear store owned the club scene, made a ton of money for two to three years, went to a trade show. This is how the mythology goes. Went to a trade show, made a million dollars, walked into his room, tore up all the POs throughout the window.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“I don't think he cares at all. He recently announced that he might be doing something, or I think he dropped a new comic strip just for the fun of it. Every three to four years, he kind of pops back up again and says something, but he doesn't care. He's so elusive. There's a documentary called Dear Mr. Watterson, I think, and it's about the entire documentary is this guy trying to get Bill into a doc.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“To this day. Yeah, my kids read them, but a lot of young people don't know what that comic is anymore. Had its place and time, and it might just kind of die in the vine like that, which is okay.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“He had such a set idea and opinion on what Calvin and Hobbs was supposed to be from the moment he started drawing that thing. I don't know how. It's like he could read the future. And look, I don't think that property has held up as well as Garfield just because it hasn't been licensed. And he retired that comic. I was in high school. Do you remember the last one where I said...”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“In how to build a brand that can be beloved, still make money and stay true to the art. I don't know if he's still doing any more, but back then he was still in the office every day overseeing everything, even the blue lining of the comics. And so we worked with him multiple times. And this is total tangent. But when you look at the two comics that I loved growing up, Garfield was architected that way. And Bill Waterson, Calvin and Hobbs, which was anti-licensed. Bill Waterson never licensed the thing. So those weird like Calvin pissing on Ford logo stickers are all in like.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Comics are great. Licensing is where the money happens. Spaghettios, breakfast cereals, TV shows, blankets. I grew up with all that bedsheets and my alarm clock, which I still own. Garfield. And that was, to me, this really important lesson.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Up until that point, 1978, Garfield was just a local comic. In fact, it was just about John Arbuckle, and then by the second or third edition of the comic, Jim started realizing that people were more interested in the cat than the guy. So then he spun it around and made the comic about the cat. And he made money doing this comic and a licensed sore from, I want to say from Asia came to him and said, hey, can we license this for these, we just want to make these stuck on you and put them in people's cars? And he said, sure, I don't really get it, but I don't even know what a license is. But like, let's do it. It transformed the company. It made the company what it is today. I went and directly visited them there in Muncie, Indiana, which is like an hour and a half outside of Indianapolis. They're in this giant orange barn with like a big pawprint on the side of it. And the entire organization was built off of the backs of those stuck on youth.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“And we directly reach out to them and said, hey, we have to work with you. And they are a licensing powerhouse. In some ways, they invented a lot of consumer products and licensing. And it all started with, I don't know how old you are, but in the early 80s, late 70s, they were called stuck on news. They were the Garfield stuffed plushes that were on the insides of the car windows. Totally. And it looked like they were hanging on.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“While Google at the time really worked. And so if you looked us up, that came across in Kanye blogging about it was very impressive. You put together essentially a deck and say, these are some of our greatest hits. If you're approaching a partner who doesn't know anything about you, or if you're trying to win them over, you're saying, hey, this is everything that we've ever done and this is how fast it sold on, this is how much money we made if they want to see that. Other than that, most of our projects have been inbound. Someone reaching out saying, hey, we're with this estate, you know, we're with the estate of Jackson Pollock. You guys do a lot of work with art. I was going to say the next project that I can think of that was a huge success and it was on that scale. And this one was even more meaningful to me because it's how I learned how to draw was with Jim Davis in Garfield.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“When they're falling in the sky, it's the exact same amount of seconds because Disney was like, well, if Bugs is in it, then Mickey has to be in it. It's like two.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Warner Brothers King features Disney obviously all Hannah Barbera all put their cartoons in one project and Steven Spielberg too and then they said we're never doing this again we hate each other”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Right. And then sometimes it'll be a handshake where there's not even a contract put up against it. We worked with epitaph records, which is a punk label that I grew up listening to. And we worked on that project for, this is a whole other thing. Sometimes collaborations take a long time. They can happen overnight and epitaph took 11 years for it to come together just to get every band to sign off. But even with that project, Grow as the owner was like, you don't have to even pay us this is advertising for us. You guys keep all the money. So every agreement is set up a little bit differently, you know. And I'm trying to think of the next big one. I mean, we didn't work with Disney again for 12 years. And that was with Roger Rabbit. And the same thing applied with that one in that Roger Rabbit is a really bizarre, anomalous entity where it split up. It's like a product of divorce of every studio that came together for that lightning in a bottle moment.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“It's probably the most common question that I get asked from young entrepreneurs is how do you do collaborations and how do you set them up and how do you even go about walking into a deal? And the answer is that they're different every single time. Sometimes they're entirely serendipitous. We're sitting at a bar. I'm like, what do you do? Oh, you work there. Hey, we should do something together and we'll write it on a cocktail now.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“And he walked into the store. And this is so frank. He looked at everything and he's like, what is that? I will buy that shirt. And he started wearing it around town. You can just Google the hundreds, Frank Ocean, and you'll see it. He's walking down Soho with, you know, with Kendall Jenner and Haley Bieber, someone, Gigi Bella Hadid, one of the girls next to him. And so that shirt just went tiring mystery.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“You grew up also on Fairfax and was just around the shop, and he came in a few years ago right before the pandemic, and we made a t-shirt that said he knows the kids that work in the shop. And we had a shirt that says maintain the mystery. And I use that phrase a lot in our branding and our messaging because I love that. We are such a transparent and communicative and open brand, but I do believe there is a magic and a power to maintaining mystery, especially in brand building”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“But then when you're there, you discover the smaller artists in the Sahara tent or on the side stages. And so everyone kind of works in concert, no pun intended. Same with the smaller names on the bill. They want to go and perform it keeps the festival grounded and a little bit closer to the street, but then they also get the exposure that the mainstream artists bring. And so everybody wins”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“That amount of energy. It's all in the smaller collaborations that lead up to it with unknown artists, the next band that you've never heard of that you're going to love tomorrow, the hot new rapper. It's all those little projects that they don't make a ton of money, but they're just really good for the culture and storytelling of the brand. And they round us out so it doesn't look like, because there are some brands that only do corporate licenses. They're specifically architected just for that reason, right? And then there are brands that won't do any corporate licenses and they only work with like really small-time artists and keep it pretty small. And it's a very core type of brand. We ride the line in between because we know it's like Coachella, right? You have the mainstream artists, you have black pink headlining along with Frank Ocean, and then you go for, that gets most of the ticket sales. Everyone's wanting to see Bad Bunny and Rosalia.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, there is this really delicate dance, right? It's exactly that. When we started doing Collabs 20 years ago, they weren't to make money because streetwear was really small and people weren't accustomed to drop culture and drop mechanics, right? It took everyone about 10 years to warm up to this idea of, oh, it sold out and did you learn your lesson, you better be on it for the next one. And so as soon as it comes out, okay, let me grab it and take it off the table. Nowadays, I would say it's a mix. I'd say half of the projects we do, like when we collaborate with Pokemon, we have a few projects coming out with Star Wars over the next year. When those projects drop, they are so noisy, right? That's a huge chunk of change revenue that's coming in. I love that. It keeps the business going, obviously keeps the lights on, but in order for those to sell and for them to even gain.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“This is the hundred. No collaboration. Yes, it's pure inline products. Sometimes there's collaborations that will sprinkle in there, but the store buyers, they buy it a year in advance, year and a half, six months in advance. We produce it, and then it ends up and it all releases, haste, the spring collection's out right now. Here are the retailers, and you can buy online from us. When we do these drops that I'm talking about, those are outside of the general inline collection, and they're the specialty online drops. But we also have a physical store. And so you can also go to the store when we do drop, and that's where you'll see like a line of kids kind of waiting for it. And that's a hyper strike, very limited one-time only drop of collaboration, let's say.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“All of that moving around. It's all of that. So we are still a seasonal collection brand four to six times a year. We do big seasonal drops. And that's a comprehensive range of apparel that you see hanging in retail stores.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Was overnight. We do drops every week to two weeks, meaning there's another collaboration that we're introducing to the world, Pokemon Project or Harry Potter project to an artist that we're making t-shirts with. Today we did an Earth Day project. So there's Earth Day t-shirts on sustainable recycled t-shirts. So we do these drops. And the lockdown started March 10th, I think. The next drop that we had, it was tripling numbers. Right. And we were like, oh, everyone loves this artist. And everyone did love that artist. His name is Blue the Great. He's a local LA artist. He's worked on Jordan collabs. So we're like, okay, everyone likes blue. Let's try this one. And I think the next project was with the state of Rolled Dahl. And we did all of his books as t-shirts and sweatshirts went bananas, right? And so that was the course of the next two years.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“So we're talking right now in the spring of 2023, we are coming out of the hotbed frenzy that the pandemic was 2020 to the early parts of 22, maybe late 21. What happened in those periods is for those who aren't aware, I'm not going to assume that anyone knows this, direct-to-consumer brands exploded. Everyone was fish in a barrel, stuck at home, shopping online for comfort or because they were bored, or there was stimulus checks, right? There was a lot of money floating around. And so we just had a boom. If you were set up online in any type of capacity, there was chances that you had a very, very successful booming couple of years. And we did. You know, those were some of arguably maybe the best years that we've even ever had as a business. We couldn't stop selling. It wasn't a gradual rise.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“When we got on the phone with them, they thought it was a joke. You know, Andrew Lloyd Weber sincerely was asking, are you guys being sincere or are you being ironic? I don't understand why you'd want to do this. And I was like, I have to explain something to you. I love the theater so much of what we do in streetwear is theater. And so that's the message that I want to send to the audience, that it's all one and the same. The things that we're talking about in the musical are very much on par with everyone's lives. So he's like, I don't get it, but let's do it. And then he loved it, right? And so he even like made an Instagram video where he's wearing the jacket and talking about it.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“And we can't just work with the property. I want to work directly with the artists. I want to work with him. I don't want to just pull a piece of art out of a style guide that someone prepared in a PDF and put in on shirt. I need to work with him. And all the way up until today, this shirt I'm wearing right now, it's a phantom of the opera collaboration. Why? You know, when I was saying why we even do collaborations is not just to educate our community on our partner and what they're all about. Whenever you're speaking on somebody else, it highlights a nuance about yourself. And so now we're not a monolith of, oh, I thought you were just a streetwear, Brandon. All streetwear brands are like this. And it's just about skateboarding and rap music or whatever it is. You're into Phantom of the Opera. Now we feel more human because most people aren't just these monoliths and they don't just have one unidirectional creative path. And so for us to work with a musical, it even startled and surprised Andrew Lloyd Weber.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“something like that in Japan. Right, we're not going for Mickey Mouse. They were like, don't you want to do ninja turtles? Because those are really hot right now. I'm like, no, there was this random rabbit samurai named Usakio Jimbo, and we need to work with Stan Sakai directly, this Japanese American comic book artist in the”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“So Usagi was, he made this cameo in like issue three, and then they incorporated him into the animated series, but he wasn't a part of the Ninja Turtle universe. And I just love that, that he didn't necessarily belong, but here he was coming in from a different universe. Yeah.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“These guys have sold out. They're just selling on, they're slapping logos together, and it's just a corporate thing. And so I think, and I don't remember this so long ago, but the way I remember it back then was then we started working with smaller artists or independent artists or more obscure properties around the same time we worked with Stan Sakai and Dark Horse Comics because I grew up with Eastman and Layard's Ninja Turtles and I loved Usagi Yojimbo.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Couldn't look like we were just doing consecutive corporate licenses, right? That's only one type of collaboration. It's not bad or it's not wrong. It's just one type.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yes. Now you're unreliable. And the whole point of being a brand is that you're dependable. That's what you said. And they're going to hold you to that. And Disney didn't understand it either. Hey, when are we going to do this again? What's our next collaboration? Oh, we're not working with you guys anymore. What do you mean? And they loved working with us because, again, for the first time, they had access to this demo that they never quite had before. They ended up working with a bunch of other streetwear brands and repeating similar success. And now Disney does a lot of streetwear”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Products, just a little bit of inventory, and let's have it sell out immediately. And so as soon as that happens, then the demand goes through the roof. People are, how do I get this? When are you reprinting it? And again, context. At that time, every other brand would reprint. We're like, we're never making this again. And then we started to build this reputation of, oh, wait, so if I like this shirt right now, I should get it. I'm like, we're never making that shirt again. And we didn't. And like that project.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Well, at that time, this was also a novel thought because we've grown very accustomed to limited drops and drop culture and everything needs to hypercell out right away. Streetwear, for the most part, in terms of this genre of fashion, invented this. And it's not like we were the ones who created either. You know, brands had already been”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Because we got away with it because we had, thankfully, we had folks on the inside that were on our side and knew that it would just have like a really big impact. And so the project released, we sold it to a specific stores around the country, lineups, everything sold out within an hour. Kanye West had a blog at the time. He blogged about it. You can still Google this. He's just like, this is crazy what these kids had done, the hundreds, who are these guys. And so that was another inflection point for us. And there was a lot of chatter because it was a corporate brand that we were collaborating with and it wasn't so independent. But at the same time, our approach to that was always if you're going to work with a big dog like that, always make it look like you got one up on them, whether you got paid or you just came out on top.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“We're gonna sue the pants off of you, or let's just do it officially. And I was like, they're like, you can have any property you want. You guys want Mickey Mouse? And I was like, no, that's not our approach to anything that we do. It's too obvious. It's too mainstream. I'm like, you know, those characters in Peter Pan, the Lost Boys, and they're like, why do you want that? They weren't reinvigorating that license. That movie wasn't coming back into theaters. They're like, those characters, why? I'm like, because narrative and storytelling-wise, that's us. We've always been fighting the corporate pirates. We don't ever want to grow up. They're really fun, like little mischievous kids. Like, we're the lost boys. They're like, all right, so we do this project with them. It was the first and last time that they allowed any partner to do what we did, which was merging the logos to a point where they were almost inextricable and almost confusing, which is the entire point of IP is to avoid brand confusion, likelihood of confusion, right? In trademark law, copyright law. And we were taking...”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“I can't speak for them, but I do know a lot of the studios and the licensors are walking around. Number one, to see if anyone's infringing Number two, their creative teams are walking around to gather and collect references and inspiration. So it's a great place to go to see what the art's going to be like in six months.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“It was magic. The magic trade show, which still exists. It's a Las Vegas fashion trade show. Trade shows are not as in vogue anymore or in practice. We haven't done a trade show in many years”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“But they, at that point, consumer products was really focused on selling, and their success is mainly with women and with young people children, Disney consumer products. And they had a really difficult time penetrating this market, which is teenage guys, 20-something guys who are into rap music and skateboarding. They're like, that's just not Disney's lane.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Anti establishment, and one of the first major collaborations we did was with Disney. And the reason why we did it is because we kept ripping Disney off, right? Doing these weird parodies in Mickey Mouse. And they came to our booth at a trade show and said, please stop. We're going to sue the pants off of you.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, when we were starting, that was a little bit frowned upon in streetwear because streetwear was supposed to be anti.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“A collaboration can be for us as simple as us working with Adidas and doing a new colorway of a shoe and putting our brands on it. It can be if we're working on a project with, let's say, Pokemon, you know, getting their characters to interact and engage with our IP or our fans like to see us communicating and relating and building with some of their other favorite properties or brands or artists.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“I actually, can I tell a story about this real fast? Absolutely, of course. And it's to that point. We are known for our collaborations maybe more than anything on the marketing front, right? We don't do traditional advertising, billboards, magazine ads, or anything like that. We do collaborations because collaborations, number one, I believe that's the heart of and the beginning point of all creativity is two minds coming together, making something out of nothing, and also it helps cross-pollinate audiences, right? And it's all about us just educating our community on what does collaborator is all about and there aren't putting them onto something, but it also says something about us.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“I'm wearing a Phantom of the Opera shirt. It's actually a collaboration that we did with Andrew Lloyd Weber. I'm wearing it because emotionally I'm a little bit sad that they're closing the show. Do you know this? Yeah, after 35 years it's leaving Broadway.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“You get a little loose, and that's when you just reap. You're reaping the harvest, and you're going out, you can do anything you want. I personally dislike those times as a creative person because they're the least creative moments of my career. No one has to steer the boat. There's inertia. No one needs me to get up and captain the wheel. Everyone's looking like, Bobby, take a break. You're only fucking shit up by getting in the mix here. Like, we're good. Just put more of this cartoon bomb on everything. It's selling. But I'm like, I didn't do this just to make money. I did this to make art. And so whenever time slowed down and the boat needs a little bit of a kickback and people call me back, hey, can you get back and see? I'm like, thank God, even though we're not making as much money right now, I get to try things.”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“You should be selling more sweatshirts right now, not reducing, but we're like those sweatshirts that you're selling right now are going to come back to you and haunt you. And so you need to diet correctly now. It sucks because being a little bit far ahead, we're always the harbingers of the bad storm approaching. And yeah, you're right. Some of the staff that have been with us and are really, really amazing people to work with, they don't understand when we're like, your work is great and everything is hot right now, but we have to do this to get ahead. So cut fast, cut deep. It's not personal. And then just being really mindful of the expenses and again consolidating and limiting the amount of product that we're making in the marketplace, getting back to making product that's really intentional and meaningful. And this is made to sell. This is made to wow from an editorial perspective. This is meant to create noise. Because when times are...”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. And from a PR brand perspective, it's a little bit harmful too because not everyone else in the marketplace or your peers or competitors see it coming. And so they look at you like, wait, we're crushing it right now. Why are you guys doing layoffs?”
2023-05-11 · The Tim Ferriss Show · #671: Bobby Hundreds — Building an Iconic Streetwear Brand, Making $7 Million in 40 Minutes, The Power of Garfield, Why Korean Entertainment is Taking Over the World, Maintaining the Mystery, The Fickleness of Fortune, and Developing “Nunchi” · IDENTIFIED FROM THE TRANSCRIPT