Bobby Kim of The Hundreds announced today the launch of Jennifer, a women’s streetwear line. On the brands’ blog, Kim said he had frequently been asked over the course of the brand’s 13-year history why he didn’t make a female version of The Hundreds. Wrote Kim, “I’d point to the fact that the large majority of fashion was already dedicated to the female consumer and men could use a clothing brand just for them. The Hundreds was one of those rare playgrounds where fashion conscious dudes could play, and not get teased for it.”
Kim attributed a changing climate for launching a women’s label. “Now it’s widely acceptable for a guy to be as into clothes as his girlfriend. So much so, that unisex and gender-neutral are trendy taglines in the marketplace. And women have gone from borrowing their boyfriend’s streetwear T-shirt, to buying it for themselves,” said Kim, who added, “How come it’s okay, trendy, even, for girls to covet their guy’s clothes, but not the other way around? Isn’t it time for a women’s label that men beg for?”
Starting simple, the first drop is made up of three, solid-colored hoodies featuring the label named screened on the hood. Made in Los Angeles and priced at $140, the Jennifer line is now available for purchase at jenniferusa.com.