As you know, we have a Back to the Future collaboration dropping this Thursday. This is our second Back to the Future project, hence “Back to The Hundreds II.”
I’m not exaggerating when I say Back to the Future is my favorite movie. If you’ve been tracking our brand since the beginning, you’ll remember that our first splash page image on thehundreds.com was this:
Throughout The Hundreds’ history, there have been countless BTTF parodies and references, from store themes to T-shirt graphics and bumper stickers.
I was inspired by the movie’s “disappearing” photograph when I shot this The Hundreds lookbook in 2014.
When we did a Pepsi collaboration, I photographed and stylized my friend Denise Schaefer to signify each generation of Pepsi’s advertising campaigns. The final shot was a theoretical ad for Pepsi Perfect, the “futuristic” Pepsi brand in BTTF’s interpretation of 2015.
This all led up to our BTTF 30th Anniversary collaboration in 2015. This was a milestone for The Hundreds collabs. I photographed the lookbook on the Universal Studios backlot in Hill Valley square. I interviewed Bob Gale (also a family friend), the creator of Back to the Future.
To mark the occasion, we even re-created the Enchantment Under the Sea Dance from the BTTF films with Vince Staples headlining and a DeLorean car show out front. I took the night very seriously, and literally, by wearing Marty McFly’s suit:
Beyond work connections, Back to the Future has eerily acted as a parallel life. As many of you know, I used to own and drive (daily) a DeLorean DMC-12.
When Nike debuted the Air Mag (the first time around), they invited me to be one of a few media/influencer guests to break the news to the rest of the world. This was the world’s first peek at Tinker Hatfield’s presentation of the Air Mag:
I’ve never written this anywhere and I’m soooomewhat sheepish to admit this. But, I maaaay have bought my first house because it was a strongly reminiscent of Marty McFly’s house, down to the curved driveway, swing garage, colors, and even street.
I even own the art for the Back to the Future concept poster by Drew Struzan. I’m the self-appointed biggest Back to the Future fan in the world, so I need something that no other fan or collector has! There are people who own Nike Air Mags and DeLoreans, but who has the original movie poster? (rhetorical question. It’s me).
Back to the Future continues to dip in and out of my personal and professional life. A few years ago, we had a women’s brand called Jennifer. Amongst many other reasons for the name, perhaps this was the most obvious.
We recently introduced our vintage collection and corresponding TV show: The Hundreds Greatest Hits. The logo is a rip of Blast from the Past, the antique store from Back to the Future II.
Next month, our food festival Family Style will be hosting a special drive-in movie theater event, Drive-Thru Theater. Remember the drive-in that opens Back to the Future III?
And finally, to signify George McFly’s success, Back to the Future ends with him authoring his first book. Does it all make sense now? Or is this the most ridiculous story you’ve ever heard?