Posts Tagged ‘4/20’

Its worlds colliding for this writer. The Hundreds and The Grateful Dead collaborating on a collection together? I mean am I dreaming? I have loved the jam music scene for years and spent many of them traveling around seeing bands like Phish and STS9. I was never fortunate enough to see the Grateful Dead with Jerry but have seen iterations of them over the years. Now add to that one of my favorite labels in streetwear? Seriously grate stuff! This is a collection that kind of came out of nowhere as not many people would put streetwear and The Grateful Dead in the same discussion but Bobby Hundreds did a great job describing it on their blog so I will let his words speak for themselves:

A timeless American brand, rife with legacy and cultural history, amassing a devout niche following by encouraging grassroots awareness and community. We could be talking about The Hundreds, but we could also be referencing the Grateful Dead.

In 1965, the Northern California rock band set off on a long, strange trip, infusing psychadelia, space rock, jazz, and blues into a hypnotic concoction of music that converted followers around the world. A large part of this cult fandom was by way of the Grateful Dead’s mailing list, by which the band maintained direct communication with their base, disseminating tour information, band happenings, and release dates (not unlike how The Hundreds utilizes the web to speak to our customer); the Grateful Dead were social networkers before the technology or ideology was even imaginable.

Furthermore, the band not only embraced, but supported the live taping of their shows, prompting a subculture to foment around the procurement and trade of this underground music network––Just as, you may think, The Hundreds fans value the brand’s exclusive offerings. The Hundreds partners up with the Grateful Dead in a perhaps unexpected and unpredictable collaboration range of apparel this Spring, but it’s also not hard to see how similarly both creative projects are composed. As with the Grateful Dead, The Hundreds puts the people before the product, drawing our own lines, and pioneering our own subcultural marketplace beyond the traditional path.

Sounds good to me Bobby! This collection has a little something for everyone with both loud tie dye items and more toned down colors with the focus on graphics like the Hundreds has become known for over the years. Some of my personal favorites from the preview are the black dancing bears T with a TH twist (reminiscent of their take on Disney’s The Lost Boys) and the Steal Your Face/Adam Bomb tanks. Take a look at the preview of the items below and look for these to release in the Hundreds retail locations on 4/20 and their online store 4/22. Will you be grabbing anything from the collection? Let me know in the comments below.

(more…)

Advertisements