Building on that 90’s suburban America vibe that served as the main influence for their Spring 2014 collection, Californian lifestyle brand The Hundreds return to Urban Industry with their latest seasonal drop. The 90’s theme is still present and correct, but expanded upon to include beach and surfwear influences. Recalling the early successes of key surf brands from the period such as Life’s A Beach and Ocean Pacific, the latest Summer 2014 collection from The Hundreds illustrates the depth the brands owes these surf pioneers while putting their own unique spin on the aesthetic and keeping it fresh for 2014.
Bobby Hundreds fills us in on the inspiration for the new TH range: “Instead of interpreting the ’90s revival obviously, The Hundreds Summer 2014 explores the nuances and fringes of the era. Rather than grunge and gangster rap references, what begins to take shape is instead the suburban sun-bleached languor of average American youth in the lazy days of dial-up. We’ve looked to Magic Eye™ posters and lenticular art alongside recognizable ’90s motifs like acid wash, nu-American trims, and loud colourways. Still not straying far from our ’90s California-subcultural roots, we reconsider the season and take it back from the beach in our graphics – this is a summer of cornerstore youth, lakeside summer camps, and the interiority of cul-de-sacs and cars and records. The latest collection of wovens is our most diverse to date, with a library of mixed twills and sewn techniques, our knits have multiplied, and we’re breaking forth with a refreshed aesthetic and attitude. Which, I guess, is what the ’90s were all about”.
The Hundreds Summer 2014 collection is available to buy instore and online at Urban Industry now.