In a world plagued by obnoxious “humor” tees with slogans like “Looking 4 a memorable 1 night stand,” it is refreshing to find a clothing company that actually uses their products to say something of value. The Hundreds is a clothing company based out of Los Angeles that has gained serious attention for using their products as a medium for educating their consumers — it also creates some of the best-looking graphic tees to grace the shelves of exclusive boutique. For their Fall ’06 line, The Hundreds collaborated with punk legends Avail and created a tee that reads “Fight Poverty.” Their recent line includes the “Dream” tee, which is based on an original Martin Luther King, Jr. rally button. The tee’s release coincided with MLK, Jr. day. The following is part of an interview conducted over iChat with Bobby Hundreds, co-founder of The Hundreds.

Muse: What sets The Hundreds apart from other brands?

Bobby: Instead of trying to compete or out-sell our competitors with sell-out graphics, I just keep my head down and focus on staying true. Everything we do has substance and a reason. I think that’s what keeps us distinct. We’ve always based our brand on a sort of a punk/hardcore ethic. There is no stage that separates the band from the crowd.

Muse: Many brands would hate to tarnish their elite status by posting blogs every day on their websites, but you have done the complete opposite. Why do you use the website as a blog?

Bobby: The main reason we’ve kept a blog an integral part of our brand since the very first day is so that we can share our lifestyle with our supporters. They are right there alongside us as we are inspired. At first, it was not the “coolest” thing to do, but look what’s happened in the past year alone. Everyone has followed suit in the industry, because it makes perfect sense.

Muse: You started The Hundreds while you were in college; how difficult was it for you to juggle running a company and managing your schoolwork?

Bobby: Contrary to what kids may think it was very easy to start The Hundreds. It took a few hundred bucks out of our pockets, ideas, and plenty of hard work. Oh and we also had to give up important things like sleep and friends, but whatever.

Muse: What would be your best advice to a college student interested in starting his own clothing company?

Bobby: First, get your priorities in check. You have to question why you want to do it. If you’re doing it to be cool, get girls, run around and flaunt that you own a “clothing line” then you’re in for a world of hurt. At the end of the day, a clothing line is a business . . . it’s WORK. The only reason people survive in this game is because they’re passionate about their brand. Most of us have gone years being broke or in debt, eating cereal for dinner everyday, just out of love. Start off by screen-printing a few T-shirts, and take them to your local independent boutique. Build a relationship with the stores and buyers around you and work with them.

The Hundreds clothing is sold at Concepts in Harvard Square and Bodega off of Mass Ave. See www.thehundreds.com for more info.