Bobby Kim is the designer and mastermind behind The Hundreds, an iconic brand in men’s streetwear. When he started The Hundreds 13 years ago, the intention was to create a brand dedicated to men – being that the industry was already a predominantly women’s-run circuit.

But time’s changed. In his own words: “How come it’s okay – trendy, even – for girls to covet their guy’s clothes, but not the other way around? Isn’t it time for a women’s label that men beg for?”

An open conversation about women’s position in streetwear is needed. Meet JENNIFER – the designer’s newest standalone brand dedicated to women. The modest launch is a “Girlfriend” hooded sweatshirt available in three colorways. The collection is limited with 40 pieces priced at $140 USD – the brand’s logo is wrapped around the hood.

Shop the collection online.