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This past week, streetwear industry leaders The Hundreds and Billionaire Boys Club collaborated on a T-shirt benefitting Black Lives Matter and Black Mental Health Alliance. Bobby Hundreds and Pharrell Williams, the creative geniuses behind the two brands, came together for an interview to discuss various topics impacting our current social climate. In the Q&A, Bobby interviews Pharrell about being a Black brand owner, mental health in the Black community, and the importance of sharing knowledge.
Browse through the excerpts below, and check out the entire interview here on The Hundreds’ website.
On launching Billionaire Boys Club as a Black man:
When I launched BBC [ICECREAM], I was a different person. My concerns were different, my thought process was different, my self awareness was premature. I considered myself a black man and making chess moves was enough at the time because that’s what the people I looked up to were doing. I was proud that they were black and I thought it was enough. Since then, I’ve educated myself and realized that would never be enough when the playing field was never leveled. It’s never been a leveled playing field since the beginning of time. It took traveling around the world and seeing what people go through to open my eyes and humble me and recognize how blessed I am. Aside from achieving, my biggest responsibility is to hold open the door and show the way for my own people… and to explain to those who have the power over these doors why they need to open their doors or not have them at all. With BBC, I always say ‘Wealth is of the heart and mind, not the pocket.’, but that wasn’t enough.
On the importance of mental health in the Black community:
There are a lot of variables that affect the minds of the people whose likeness gets traded on and marketed towards and then don’t receive benefits from it at the end of the day. And not everyone can get access to mental health resources like therapy or rehab, not everyone has people around to help. If you never really dealt with the erosion of your mental state, then it only continues to erode. There’s so much to unpack when it comes to this but, the fact that the fashion industry is thinking about the importance of mental health and how it affects the African diaspora is a very important step that we all need to take.
On his influence in the industry and the need for sharing industry knowledge:
You know, I’m honored for things like that. But going back to the earlier question…I feel like I didn’t do enough. At that time, it was about me, I was being selfish and I thought being black was enough. So if I could encourage you all to do anything, it’s to take your people with you…don’t make it just about you. That’s why you see me with my hands together [prayer pose]. Some of us pat ourselves on the back, others of us beat ourselves on the chest. That’s cool, I’m gonna let you do that…but when you’re done, bring people with you. Share the codes…share the cheat codes. A lot of us had to figure it out ourselves…that’s where we go wrong. The more of us that learn the codes, the stronger we are. That’s how we get to market share. If we don’t have market share, we don’t have a voice. If you don’t have a voice then you’re going to need help with healthcare, education and the biases that are ingrained in our legislation that makes the gravity 2x heavier on us. Share the codes, hold the door open.
Adidas Consortium and the New York based boutique, Extra Butter provide and elegant take on sports and its rich heritage with this release. The SC Premiere and Adilette Slides are reconstructed with a one-of-a-kind cream colored cable knit Primeknit™ giving them an elevated “extra buttery” flair. Check out “deets” below and pick them up here on our site before they melt!
Driven by his humanitarian spirit, Pharrell has been able to reach far and wide with the help of adidas Originals and the upcoming “Hu” Collection, the first of many that well help shine a spotlight on cultures around the world. Pharrell has never been shy about using his platform for the people. His goal, with adidas, is to empower humans from all walks of life, and it all starts with this first series with the Native American people from MHA Nation in North Dakota. The tribe invited Pharrell into their community to give him a first-hand experience of their unique culture and traditions; from there, he and adidas transferred the bold colors and hues into the 19-piece collection.
adidas embraces the future of running with the introduction of UltraBOOST Uncaged, a shoe inspired by fans and perfected by the innovation experts of adidas Running. Featuring a new adidas Primeknit upper, an internal support system and unique tiered lacing system, UltraBOOST Uncaged is engineered for maximum performance. Alongside its new innovations, UltraBOOST Uncaged also maintains its signature UltraBOOST features. A supportive heel counter showcases the iconic embossed UltraBOOST name and keeps the foot locked in place for additional stability; a full length BOOST midsole provides industry leading Energy Return and a Stretchweb Continental Rubber™ outsole flexes naturally for superior traction with every step. Look for both new colorways of the UltraBOOST Uncaged to release Wednesday, June 29th.
adidas Y-3 line returns with their next Qasa High, sticking to a clean monochromatic look. The sneaker with a cult following maintains its rep with this renditions clean ‘Vista Grey’ upper comprised of premium materials. The latest from Y-3 can now be picked up in-store at our Moreland Ave. location.
The Noci is based on a concept for a rugged space hiker, imagining what would be needed for space exploration on foot. Upper is constructed of breathable air meshes, combined with soft leathers. Upper support and foot protection is given through moulded TPU welds in the heel and toe area. Allowing for multiple closure options, the boot can be regularly laced or worn loose fitted with a minimal lacing and zip fastening. The outsole is a futuristic take on adidas feet you can wear technology from the early 1990’s. The Y-3 Noci 0003 releases Sunday, June 26th.
Pharrell Williams returns in collaboration with adidas Originals and his own Billionaire Boys Club to create a range of apparel and footwear that would fall right at home in a tropical climate. Outfitted in a bright palm tree print, the collection comes complete with a tee and shorts to match, as well as a pair of Stan Smiths. The iconic Stan Smith receives a bright green color treatment with an off-white midsole, while the other comes dressed in bright red with a red midsole to match. Don’t sleep when the entire collection drops this Saturday, June 25th.
Sneakerheads rejoice because Yeezy Season is in full effect again as Kanye and adidas return with the next Yeezy Boost 750. This time around, the design team goes with a gum bottom that glows in the dark, adding a little extra detail to the already meticulously detailed shoe. As for the upper, this one comes in relatively similar to the original 750, as the grey suede upper is just a touch darker. All of the detailing we’ve come to expect from the 750 is still intact with its side zipper, Boost bottom, and toe strap. Be on the lookout for a raffle to be able to purchase a pair coming this Thursday, June 9th, while the sneaker itself will release on June 11th.
adidas Originals partners with Russ Bengtson and DJ Clark Kent to create the ‘Quickstrike Pack’ in celebration of the Quickstrike sneaker series on Complex. The ‘Quickstrike Pack’ is a year in the making, featuring a limited-edition Pro Model and Superstar custom colorway.
The Quickstrike Pack features a Pro Model colorway in a full camouflage leather upper, dual contrasting strips in matte black and gold lame, a black heel tab with both the adidas Originals trefoil and Quickstrike logos on opposing shoes and, features a black full-suede tongue embossed with the adidas Originals logo in gold. The pack is complimented with an exclusive Superstar 80 shoe elevated with a perforated star detailing on the leather upper and dual contrasting stripes in camouflage and gold lame. The details continue on the Superstar 80 with a complimentary heel tab in camouflage leather, embossed with the adidas Originals trefoil/Quickstrike logos in gold, while accented by a white full-suede tongue embossed with a gold adidas Originals logo.
The adidas Consortium World Tour takes a trip to Hong Kong to link up with sneaker boutique Juice for a killer pair of Stan Smiths. Decked out in premium materials, the upper on this one comes in a hairy suede, and receives an all over tonal grey make up. You can find adidas and Juice branding on each sneakers tongue, while the Stan Smith branding has been nixed from the heel. Forest green accents help to add some contrast completing the sneaker. Look out for adidas Consortium World Tour’s next release to be available Saturday, May 28th.
Made in collaboration with the tirelessly creative hip-hop star Pharrell Williams, these shoes bring game-changing construction to a fresh laid-back style. These minimal shoes are made of elastic chambray for a free and flexible fit, while leather accents on the heel and eyestay add a high-end feel. A cork insert in the rubber outsole brings the right mix of cushion and stability, with unique style twist.
adidas Originals revives the iconic Samoa silhouette with a fresh design inspiration from an unlikely source. The latest Samoa release is comprised of three unique colorways wrapped entirely in pigskin with a suede treatment creating a luxe edition of the classic adidas silhouette.
A project spanning a year, the adidas Originals design team worked with Woodie White of Oyster Holdings to develop three signature Samoa colorways – an impromptu design session inspired by a brainstorming conversation. Woodie expressed interest in a design revival around the Samoa silhouette that points to the future with a premium finish. Through an informal conversation with the adidas Originals design team, the Samoa ‘Pigskin’ Pack is introduced with a collective memory of the shoes presence in streetwear during the early 2000s fused with the current design language for the category. The adidas Samoa ‘Pigskin’ Pack will be available this Saturday, May 21st.
Big in fashion right now, the brand with 3 Stripes delivers the ‘Fashion Week Pack’, featuring a trio of Snakeskin wrapped uppers. The pack comes complete in a tonal grey, while the Snakeskin textures are comprised of highly reflective material. Silhouette’s chosen for the pack consist of the Tubular Nova, Tubular Doom, and the iconic Stan Smith. All three sneakers can now be picked up in-store at our Moreland Ave. location.
Pharrell Williams, known for coming with some killer collections with his own line, as well as adidas and others, links back up with the company with 3 stripes for a wild collection perfect for the summer months. Complete with short shorts, button ups, and a hooded jacket, the collection features a wide array of patching displaying positivity such as the code for the love frequency “528HZ”. Also included in the collection is a fresh set of new silhouette’s such as an Elastic Slip-On and a beach-ready take on the iconic Stan Smith. Look for the full collection to hit Wish ATL’s shelves on Thursday, May 5th.
adidas links up with Atlanta’s own Coca-Cola to bring back the collaborative Clima Cool 1 originally released back in 2002. Originally released nearly 15 years ago, the silhouette was chosen to honor the 2002 World Cup. Sticking to its roots, the sneaker returns in Coke’s signature colors with its red mesh upper and gold accents throughout. Coca-Cola and adidas branding can be found on the heel of both sneakers, while a soccer ball graphic on the in-sole helps to complete the sneaker. The Coca-Cola x adidas Clima Cool 1 can now be picked up in-store at our Moreland Ave. location.
adidas Originals comes through with their latest rendition of the Tubular, this time with a heavy hoops influence steering away from the casual style of past Tubular models. Making use of mixed materials, this one features full-grain leather and synthetic upper, with a perforated toe box, and moulded ripple-edge detailing on the heel. An adidas branded stability strap around the heel helps to round out the sneaker, which can now be picked up in-store at our Moreland Ave. location.
Drawing inspiration from the tones of red often seen in London’s streets, adidas comes through with their latest EQT runner: the ‘London Marathon’. Part of their “Marathon Series”, and following in the footsteps of Boston, Berlin, and Dublin, London takes its turn at the classic silhouette. For the upper, red suede mixes beautifully with black leather, while adidas signature 3 stripes add contrast coming in white. The London Union Jack is seen on the heel tab, helping to complete the sneaker dropping this Saturday, April 23rd.
Just in from Yohji Yamamoto’s Y-3 line comes a modern running silhouette featuring a knit sock upper and heritage adidas details. Utilizing the Boost technology that has got everyone in a frenzy, the sneaker is about as cozy as anything out there. An interesting mix of colors makes up this one, with its purple upper and lime green accents on the tongue and heel. The Pure Boost as well as the latest from adidas Y-3 can now be picked up online and in-store at our Moreland Ave. location.
The adidas Consortium World Tour makes its way to Berlin for its next stop, introducing the Solebox x adidas Consortium Ultra Boost Uncaged. For Solebox’ try at the highly sought after Ultra Boost, they follow Hypebeast steps in uncaging the sneaker. For the upper, they choose to keep it relatively neutral with its hues of grey, pairing primeknit with suede on the heel. Solebox branding is visible on the tongue and heel, while the Consortium logo can also be found on the insole and tongue. For added detail, the Berlin boutique finishes the Boost with red on the lace tips and sole. Look out for the worldwide release coming this Saturday, March 26th.
In the midst of the uproar caused by adidas’ NMD silhouette, the company with 3 stripes has something special up their sleeves with their next Tubular release. Since its inception, the Tubular Doom has garnered a lot of attention. Following the release of the KITH x adidas Tubular Doom’s, and some more neutral releases, we are now presented with the “Special Forces” Tubular Doom. Inspired by classic army fatigues, this edition of the Doom features a tonal beige upper in adidas signature Primeknit material. Look for the “Special Forces” Tubular Doom to drop this Saturday, March 19th online only.