Streetwear Brand The Hundreds Gives Soho Some California Love

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You could call The Hundreds a menswear company that's also a blog, but you could also call it a blogging establishment that sells clothes—the owners seem to take both enterprises equally seriously. They've been writing about street culture and outfitting West Coast guys for six years now, and just last Friday they opened their first New York store. (That's a gaggle of fans waiting for the opening, above.) Like the two other locations, the New York branch carries the full range of The Hundreds's merchandise, from the usual clothing and accessories to a print magazine produced by the brand, but you can also find all sorts of New York exclusives.

The shop, on Grand between Greene and Mercer, occupies the ground floor of a building that's over a dozen decades old. The space is designed for maximum symmetry—the cabinets in the back reflect the shape of the entry doors, and the floor tiles reflect the patterns in the tin ceiling. An aged mirrored wall makes the theme explicit. In a post on the blog, Bobby Hundreds explains why they added a patina to the mirror: "Our goal was to feel as if we had been here for 70 years already."
· It's All in the Details [The Hundreds]
· Come and Get It [The Hundreds]