The Hundreds x Bryan Blue
Weeks leading up to the launch of Bryan Blue x The Hundreds, the entire world changed. We were suddenly on the brink of a global pandemic. Nations began to shut down and industries started to crumble before us. The idea of normalcy would vanish for the foreseeable future, and the ultimate challenge would be to revamp our launch strategy in real time.
With a year’s worth of work ready to hit shelves, we took a moment with sit down with Bobby Hundreds to discuss the business implications of launching during a pandemic. At a time where one of the world’s most celebrated creatives says streetwear is dying and luxury is the future, streetwear brands were seeing sales soar, and luxury brands took a dynamic hit. We knew we were on the brink of a paradigm shift in fashion and luxury culture, one that we knew the love and power of streetwear would survive.
The launch plan consisted of a quarantined photo shoot fully executed by Bryan Blue, a Q&A zoom live conference call with Bobby and Blue for the first 300 people to purchase, and a free live painting tutorial hosted by Blue.
The collection sold 80% of inventory online within 48 hours of launch across all channels - owned online e-comm and retail outlets
