Bobby Hundreds

Bobby Hundreds, the co-founder of The Hundreds and now global creative director at The Walt Disney Company, reveals how his identity as a 'minority of a minority' in Southern California shaped his creative rebellion. Born to Korean immigrant parents who discouraged his artistic ambitions, Bobby was labeled a 'problem child' for his ADHD-driven restlessness and anti-authoritarian streak—traits he later reclaims as superpowers. His journey from law school intern to streetwear pioneer was catalyzed by a dying mentor’s warning: 'You should never become a lawyer.' That moment, delivered by a homeless-looking professor who recognized Bobby’s true passion in a graffiti notebook, became the turning point. The Hundreds began as a scrappy, $600 venture with ruined shirts and a blog-driven narrative, built not just on clothing but on community, storytelling, and the belief that a t-shirt could be a platform for dialogue. After 23 years of nurturing that ethos, Bobby was offered a role at Disney—initially unthinkable—yet he accepted, seeing it as a chance to scale the very community-building he’d championed. At Disney, he argues, the company is the ultimate community architect, uniting diverse tribes through shared love of IP, where a child can say, 'I’m an Olaf,' and feel seen. His greatest legacy? Not the brand, but the relationships it fostered—friendships, partnerships, love stories—proving that the most valuable thing he ever made was connection.