“Who is Jennifer?”
If you grew up in the ‘80s/’90s like I did, chances are you knew a Jennifer, best-friended a Jennifer, hated a Jennifer, or were a Jennifer. Starting in 1970, “Jennifer” was the most popular name for girls for 14 years. Then, it mysteriously fell out of fashion in 1984.
As far back as I can remember, I chased Jennifers. From Jennifer Patterson in Kindergarten, to my favorite actress Jennifer Connelly, to my alter-ego Marty McFly’s girlfriend Jennifer Parker in Back to the Future – Jennifer was always out of reach. The rarest, she was the most exclusive.
Coming from a men’s streetwear background, it was also important to choose a brand name that was unmistakably female. I didn’t want there to be any question once you saw the logo emblazoned on the hood or across the chest - This sweatshirt was made with women in mind.
I’m the father of two boys, and will most likely never have a daughter. But, if I did, you can probably guess what we’d name her.
“Will there be more than the hoodie?”
Absolutely. The story of Jennifer begins with the Girlfriend hoodie (which we hope will always remain a constant within the range). But, it doesn’t end there. Jennifer is not only evolving into a diverse range of womenswear, but an identity and attitude. Definitely more than a sweatshirt.
“$140 for a hoodie? Why?”
Jennifer is made in Los Angeles, in limited quantities. There are maybe 40 of each color, tops. That’s all the fabric I’ve sourced, so once it runs out, it’s gone forever. This isn’t a blank sweatshirt mass-produced overseas in unlimited quantities… If you’ve felt or worn one, you’ll immediately recognize the difference in composition and care.
It’s also important to note that Jennifer is not a men’s streetwear brand, and is neither marketed or sold accordingly. Most of the complaints are coming from guys who are The Hundreds customers, and accustomed to a certain price tag. You’re comparing apples to oranges. Jennifer is a womenswear brand that’s withstood a different process.
“Can guys wear Jennifer?”
Guys can wear whatever they want. Anyone can wear whatever they want.
“What happened to TENS?”
About a decade back, TENS was a girls’ streetwear brand, that acted as a sister range to The Hundreds. We launched it to answer demand in the marketplace. Since we didn’t make The Hundreds for women, there were a lot of ladies out there who wanted to join in.
Although it was successful, there really wasn’t much else to TENS beyond filling a void - which is why it ebbed after a few seasons. For a brand to sustain, there needs to be a core purpose, beyond sales and opportunity. As womenswear (not girls' streetwear), Jennifer is the first time in years that I’ve felt like I had something to say in the women’s arena. And, I’m prepared for a long conversation.
“So, is this a feminist brand?”
No, I wouldn’t say that. I don’t know how to define feminism, and am not qualified to do so. I am a cis man of color, and have no idea what it’s like to be a woman. But, this is my attempt at designing a collection for women, and listening to what they have to say. I hope to learn more along the way.
“The item I want is sold out. Do you restock?”