Bobby Kim, better known as Bobby Hundreds in the fashion world, is heading to the House of Mouse.
The Hundreds co-founder has been named vp of creative for the Americas at Disney Consumer Products. The author revealed the news Tuesday on Instagram following the announcement that his apparel label closed its longtime flagship on streetwear corridor Fairfax Avenue. Kim is also stepping down as creative director of the 22-year-old company, which will continue to sell online and at other retailers.
Kim, who previously led The Hundreds’ Disney collaborations through the years, will report to Marcus Rosie, Disney svp of global creative, and will oversee development of toys, apparel, books and more merchandise and licensed products sold at the Disney Store e-commerce and brick-and-mortar locations, Disney theme parks and other retailers.
“With more than 20 years of experience, Bobby’s creativity and cultural influence transcends fashion,” Rosie said in a statement to License Global. “His commitment to innovation and authenticity makes him the ideal candidate to lead our Americas creative teams, as we continue to surprise and delight consumers through our licensed, theme parks and Disney Store businesses.”
Kim co-founded The Hundreds in 2003 with then-fellow Loyola Law School student Ben Shenassafar, and was known for his prolific blog posts under the brand, eventually landing a book deal. In 2019 he released a memoir, This Is Not a T-Shirt (MCD), about building the company — known for its “Adam Bomb” mascot — into a multi-million-dollar global brand. Kim also co-founded the fashion-meet-streetwear festival, Family Style, which was acquired in 2024 by Complex.
At The Hundreds, Kim’s handful of Disney collaborations included a 2008 collection that reimagined the Lost Boys of Peter Pan for a new audience.
He previously told The Hollywood Reporter, “I remember when I got my publishing deal, one of the things that I was pitching to the publishers is that I don’t think they necessarily look at young teenage men, twenty-something guys, as an ideal audience. We had a lot of licensing and collaborative partners throughout the brand’s history that felt the same way. I remember at that time [Disney] really only targeted children and female audiences. They said, ‘We have no inroads with men.’ And I said, ‘If you work with us, I’ll show you.’ It opened up an entire new lane; more young guys were getting into Disney. It was the same thing with the book. I wanted to open up this world of young men really getting into literature, into books, into fiction or nonfiction.”
Read the full article here
