Bobby Hundreds—clothing designer and founder of popular streetwear label The Hundreds—has an unexpected affinity, gratitude and emotional bond with the most unlikely of packaged foods: SPAM.

His story reminds us that the food we eat carries with it the qualities of a time machine. Food invokes emotions, triggering memories the way a well-oiled DeLorean does.

For Bobby, a fair number of the accolades sent his way by the clothing and media industries usually involve mention of his signature tell-all storytelling. His behind-the-scenes blog was an unheard-of marketing strategy back in the company’s 2003 birth year and has since been a defining factor in his clothing line’s success.

“And now I always keep a can of SPAM around to remind me how far I’ve come.  And how far I’ll go.” — Bobby Hundreds

Today is no different, as a recent Instagram photo journal reveals Bobby’s personal connection with the canned food that continuously ties him to a struggle-point in his life.

I was 23 years old, broke, and hadn’t eaten in a day and a half. My fridge was bare and the pantry was bone dry, but deep in the abyss, my eye caught onto a blue can. I wiped the dust off its face, then ran my thumb across those bold, four letters: S-P-A-M // I knew this can. It had survived three different moves, patiently waiting to be loved and consumed, behind the cereal boxes and Pop-Tarts. Forever alone. But I was desperate and cloudy. This was my rock bottom. I searched for an expiration date. I found a cryptic code printed next to a customer service number instead. The lady on the phone was sweet and Midwestern. “Um, I have this can of Spam here, but I can’t tell if it’s expired.” She asked me to read the last two digits on the train of numbers. “Zero. Seven.” She said, “Okay, so you should eat that by 2007.” I was in the clear, but I couldn’t decide if I should be relieved or disheartened. Before I could hang up, she added, “But sir, I got a secret for you.” Okay? “Truth is we don’t really know when it expires…” // I peeled back the gold lid and stared into its mouth. My fork dug into the spongy meat. It tasted salty and velvety, unlike anything else in nature, like unicorn’s flesh. I ate the entire can. And now I always keep a can of Spam around to remind me how far I’ve come. And how far I’ll go.

A photo posted by Bobby Hundreds (@bobbyhundreds) on Oct 25, 2014 at 5:08pm PDT

Everyone has particular food that hearkens back to a moment in their personal history. The emotional connection Bobby experienced with his SPAM might seem comical in the headline of a news publication, but at its core reminds us that eating is an emotional activity.

Funny thing is, Bobby actually has a DeLorean. I wonder if he sits in his car late at night after work and binge eats out of that tiny blue tin can.

Hopefully he puts up an Instagram about it soon enough.