Before The Hundreds opened its 3rd brick-and-mortar retail store on GRND in New York City, the team rolled out an elaborate marketing campaign called KEEP THE HUNDREDS OUT OF NEW YORK. Using wheatpaste posters and stickers that looked like they had already been angrily ripped in half off of whatever surface they were clinging to, the brand created a false sense of hate toward itself. Why? Because everyone loves a little drama, unfortunately. And it got the people going. The Hundreds Store in NYC was open for nearly a decade and represents some of our fondest memories.

• Year: 2010
• WORN (7/10)