In a groundbreaking move that's sending shockwaves through the fashion and entertainment industries, Bobby Hundreds, co-founder of iconic streetwear brand The Hundreds, has announced he’s stepping away from his brand to join Disney as the new VP of Creative Consumer Products. This pivot marks a major shift not only in Bobby’s career but also in the broader streetwear culture and how major media companies like Disney are embracing authenticity and cultural credibility.
Who Is Bobby Hundreds?
Bobby Kim, known globally as Bobby Hundreds, co-founded The Hundreds in 2003 with Ben Shenassafar (Ben Hundreds). Over two decades, they built The Hundreds into a cultural cornerstone—bridging skate culture, punk, hip-hop, and streetwear into one of the most respected and enduring names in the space.
Bobby is more than a designer—he’s a storyteller, community builder, and one of streetwear’s sharpest thinkers. His memoir, This Is Not a T-Shirt, gave the world a transparent look into building a brand rooted in authenticity and storytelling.
What His Role at Disney Means
At Disney, Bobby will serve as the Vice President of Creative Consumer Products, which means he’ll have a hand in shaping how fans interact with Disney IP through merchandise, collaborations, and brand storytelling. It's a major move that suggests Disney is investing in cultural credibility to stay relevant with Gen Z and millennial consumers.
Streetwear isn’t just about clothes—it’s about community, narrative, and connection. Bobby’s understanding of these pillars makes him a perfect fit to refresh how Disney approaches consumer products—especially in a time where fandom and fashion are more intertwined than ever.
Expect to see:
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Limited-edition drops featuring classic Disney characters with a modern streetwear twist
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Collaborations with underground and emerging designers through a Disney lens
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Deeper crossovers between pop culture, nostalgia, and street culture
What This Means for Streetwear
Let’s be real: Bobby Hundreds leaving The Hundreds signals a changing of the guard in the streetwear world. His move is symbolic—streetwear is no longer "just" subculture. It’s mainstream influence. Disney, the ultimate media juggernaut, is validating the value of streetwear's approach to branding, community, and storytelling by bringing in one of its kings.
This also begs the question: What happens to The Hundreds now?
While the brand may continue, Bobby's presence and vision were integral. His absence could shift the brand’s identity—or open the door for new leadership to take it in fresh directions.
For younger brands and designers, this moment is proof that authenticity pays off. Bobby wasn’t just designing tees—he was building a world. Now that world is expanding into one of the biggest media ecosystems on the planet.
What to Look Out For
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New Disney streetwear collections: Watch for capsule collections that blend vintage Disney nostalgia with bold, urban design.
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Crossover collabs: Bobby’s connections run deep—expect cross-brand collaborations that shake up the status quo.
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Elevated storytelling: Bobby is a master storyteller. Expect Disney merch to start carrying more meaning, message, and community energy.
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A new wave of designers stepping up in the streetwear scene—Bobby’s departure leaves room for fresh voices to rise.
Final Thoughts
Bobby Hundreds joining Disney as VP of Creative Consumer Products is a landmark moment. It’s a signal that legacy media is ready to merge with modern culture in a deeper, more intentional way. For streetwear, it’s both a loss and a huge win. For Disney, it’s a genius move to bridge the gap between corporate IP and cultural clout.
This isn't just a career move—it's the future of fashion, fandom, and creative business.
