RSWD Forever: The Hundreds’ LA Store Closing Marks the End of An Era

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18 years have gone by quicker than you can say “Adam Bomb.”

The recent announcement by The Hundreds to close its Fairfax Avenue store, after almost two decades of operation, marks the end of two distinct periods in their history. Firstly, it signifies the conclusion of The Hundreds’ physical retail presence. Known for creating unique and immersive brick-and-mortar experiences, their stores, including one in San Francisco’s Post Street (inspired by Stanley Kubrick’s 2001: A Space Odyssey and built with rock from the same quarry where the California gold rush originated) and another on Grand Street in New York City (celebrating Soho’s heritage and continuing the Space Odyssey theme from the Post Street store), will no longer be operational.


Leaving aside the two distinct versions of The Hundreds’ primary stores in Fairfax, it’s worth noting that their first flagship, located on a tranquil, narrow alleyway sandwiched between Fairfax and Rosewood Avenues, truly embodied the “If You Know, You Know” (IYKYK) spirit of streetwear when it debuted in 2007. The second store, a significantly larger venue symbolizing the brand’s expansion and strong ties to Los Angeles, was situated just steps away at 501 Fairfax Avenue. This larger location showcased an engaging installation modeled after the La Brea Tar Pits.

But the second conclusion — and what it represents — is the most bittersweet.

The Hundreds is the final OG Fairfax streetwear brand to close its doors for good.

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A post shared by Bobby Hundreds (@bobbyhundreds)

From the mid-2000s to the 2010s, Fairfax Avenue, once surpassed by Melrose Avenue as Los Angeles’ trendiest shopping district when Supreme LA opened in 2003, became one of the world’s leading streetwear centers, competing only with New York’s Lower East Side and Tokyo’s Harajuku neighborhood. The shops on this street were like an all-star team: The Hundreds, Supreme, Diamond Supply Co., HUF, Crooks & Castles. Later additions included Pink Dolphin and the Odd Future store. If you walk down the three-block stretch near Fairfax High School today, you’ll see establishments such as The Gold Gods, RIPNDIP, and Marc Jacobs’ Heaven mixed with the area’s original Jewish businesses like Kanter’s Deli and a few longstanding stores like Flight Club and Hall of Fame.

In a 2019 interview, The Hundreds co-founder Bobby Hundreds recounted that when they first moved into Fairfax, the only establishments there were Supreme and a bookstore, called Reserve. He felt it was a place where LA’s future could unfold. They eventually established their business, which later transformed into The Hundreds’ first store. It served as their unofficial clubhouse, with Bobby, Ben (also a co-founder), and other visitors spending long hours there, socializing, listening to music, smoking, and drinking. The brand made a significant income of $100,000 USD in one day by selling their popular “Paisley” hoodie, which they then used to invest in expanding their physical store presence.


Suddenly, families with young children of color started moving onto the block, often making noise, smoking cannabis in front, and enjoying themselves as they shaped the future generation,” Bobby Hundreds explained. “Previously, I’d organize a block party here every Labor Day. We’d close off Rosewood Avenue, fire up a BBQ, and cook. The purpose was to unite our community because, despite being rivals in business, we recognized that streetwear as a market was still relatively small. We were all underdogs. So instead of competing with each other, on this one day, we could all gather and demonstrate our mutual support.

In the first half of the 2010s, Fairfax Avenue became a hotspot, as The Hundreds and other local brands drew massive crowds that would extend to the block’s end. Streetwear enthusiasts from various backgrounds flocked there: tourists from Japan, online forum members from Minnesota, and celebrities ranging from Jonah Hill and Morrissey to Kid Cudi and Drake. It wasn’t only the merchandise that attracted people to Fairfax; it was the authentic, community-oriented atmosphere, something larger brands struggled to replicate in 2025. As Ky Cao, co-founder of Philadelphia boutique P’s & Q’s, explained, “The Hundreds greatly influenced us in Philadelphia. When we opened Abakus Takeout [the precursor to P’s & Q’s], those were the brands we aspired to stock, and we felt successful when we secured The Hundreds.

Cao shares that it wasn’t just about the visual appeal and merchandise; what truly stood out was the warm, family-like atmosphere on the block. On his initial visit to Los Angeles, the staff initiated a friendly chat and even offered him a drink. He recalls, “When I visited Fairfax for the first time, I felt an instant welcome.” He didn’t even need to disclose that he owned a store or was interested in stocking The Hundreds, yet they treated him with such warmth. Whenever he returned, The Hundreds store was always his first stop.


The vibrant creative scene that developed around Fairfax Avenue reached its peak with Odd Future’s success, significantly shaping and influencing streetwear on a global scale. Many influential figures today honed their skills in the blog era on Fairfax, with the happenings being chronicled by The Hundreds through its long-running blog. This allowed people who couldn’t physically visit Fairfax to still stay updated about the events and witness the emerging talent. Notable figures like Tyler, the Creator, Earl Sweatshirt, Josh Vides, Dom Kennedy, and Sage Elsesser (also known as Navy Blue) are among the alumni of Fairfax. As Kacey Lynch, founder of Bricks & Wood and a Los Angeles native, puts it, “Fairfax was a neutral zone where people from all over the city and the world could connect.” In an interesting twist, Lynch later collaborated with The Hundreds in 2019. This community, forged through friendship and camaraderie at Fairfax, has set the tone for the culture we see today.

Fairfax served as a model, while The Hundreds established the style. Their ambiance and the crowd they attracted made the clothes practically sell themselves on the street.

Over time, Fairfax Avenue will transform yet again, for the only consistent aspect in a metropolis as vast as Los Angeles is change. A new generation of businesses like Brother Brother and Virgil Normal carry on the spirit initially established on Fairfax, but it’s uncertain if its future evolution will bring about a shift as significant as the era that concluded with The Hundreds closing.

It’s important to note that just because we’re moving forward doesn’t mean The Brand is obsolete: it continues to be sold through a global chain of retailers and The Hundreds’ own online store. Furthermore, The Hundreds Spring 2025 collection was launched at the start of February.

In a recent Instagram post, Bobby Hundreds expressed that we were among the pioneers and latecomers, yet consistently upheld our pledge to the block. He emphasized our determination to complete what we initiated, and to invest all our effort into it.

Much like their catchphrase goes, The Hundreds is indeed vast. Yet, the universe it crafted in Fairfax seems surprisingly compact in comparison, today.

As a dedicated fan, I’d strongly recommend diving into Bobby Hundreds’ book, “This Is Not a T-Shirt,” to uncover the fascinating tale of The Hundreds’ history and the rise of Fairfax. It’s an enlightening journey through streetwear culture, community, and life.

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2025-02-26 00:26