It’s not everyday that one gets to sit in and listen to true streetwear icons like Bobby Kim and Ben Shenassafar from
The Hundreds, Lanie Alabanza-Barcena from
Hellz Bellz, and Rick Klotz from
Freshjive; but I had to privilege to do so tonight.
The auditorium at the National Center for the Preservation of Democracy was a packed house and people arriving late were turned away at the door. LAartlab put together an industry event that brought three unique brands together with different directions and aesthetics yet with one thing in common; staying true to themselves as brands or as Rick would say a philosophy.


Rick started it off with his twenty-plus years of experience with Freshjive that has brought him a great deal wisdom. He has seen it all and given us a lot. The key point he kept making was that, “I am the boss and I can do whatever I want.” As one of the first true streetwear brands, Rick showed us his lifestyle through his ads and art. He dropped out of his last year at Otis Parson when he reeled in $250K from the Action Sportswear Tradeshow and kind of knew he had something on his hands. He partnered up with his dad and started putting things in motion. Rick never cared, and still doesn’t care, about what people say. He just does what he wants. As he became successful he faced the dichotomy of not caring about branding but having to promote Freshjive and tell kids that his brand was cool. In 2002 he read “No Logo” which would change the way he ran his business, but not until after taking a hiatus for a year in 2004, leaving the company to his dad. He came back to Freshjive after his dad passed in 2005 with a new perspective to make graphic art that pushed the boundaries and made people think. He stresses experimenting and Freshjive will express this next season by pulling all of its labels and logos off of its clothes and running a blank label. Rick’s favorite piece that he ever made is a tee with a parody of the Suicidal Tendencies logo: “Homicidal Tendencies” (it’s a long story and let’s just say that his buddy wore the shirt at a party and almost got the shit beat out of him).

Bobby and Ben batted second and Bobby did most of the talking as he is the man behind the blog that shows us the day to day of The Hundreds. They met during law school and that’s the last they ever saw of it. Bobby and Ben are a true inspiration as they built their brand from scarce resources into a true world-renown brand with a cult-like following. Bobby loves logos and branding which is a big part of The Hundreds and they have actually created many different logos including the world famous Adam Bomb. What keeps The Hundreds so strong is the fact they stay true to the ethos they set forth from the beginning. Bobby explained that his inspiration for creating the blog was from being at punk concerts and always being at the same level as the band. The band never performed above the people and he wanted to emulate the same thing for the supporters of The Hundreds. As a result, The Hundreds has become a true lifestyle brand. What also makes The Hundreds unique is the fact that they don’t just want to do clothing, but also get involved with music and publishing as well. Clothing was an avenue for them to get their brand out there and now they are blurring the lines between so many industries. They recently celebrated their sixth anniversary which happens to fall on my birthday, and are continuing to collaborate on multiple projects. We were introduced to a few that are monumental and going to shake things up like their new Italian handcrafted sunglass line. This is going to be huge! Bobby’s favorite pieces are graphic tees and Ben is a sneakerhead. Good thing The Hundreds dropped kicks this year.


Batting clean up was Lanie from Hellz Bellz. This girl has changed the game for women’s streetwear and has quite the resume. Although her parents tried to push her into engineering, she found another outlet for her technical talent. She interned at Alphanumeric where she realized that fashion design was her true calling and moved to Triple 5 Soul and then became the Art Director at Rocawear. When she experienced frustration at Rocawear because her vision was conflicting from what they wanted, she took a chance and started her own label to push the designs that she created. Hellz Bellz was born and came from an ACDC song that conveys her philosophy of going against the grain. As an in-your-face women’s streetwear brand it shows that girls can do it too and she was fortunate to have friends opening stores to help push her brand. She is a true inspiration to me because although Asian Americans are taught that the norm is to have a professional career, she has found success by following her passion. One of Lanie’s proudest accomplishments is to have worked with Stussy and she is working on many other collabs like her upcoming project with Vans. Lanie’s favorite piece is her outerwear jackets and you’ll get to see some of them this fall.

There are a few key points I took away from this chat. First, in a bad economy you have to get more creative. Second, if you want to start a brand or company you need to know why you are doing it. Third, stay consistent with your philosophy and work hard because it doesn’t come easy. Rick said to not try it at all and Ari said the same thing to Turtle in the last episode of Entourage, because if you really want to do it, you’re going to have to fight for it.
-Derrick Klunchoo