FUBU, an acronym for "For Us, By Us," is more than just a brand—it’s a cultural movement that began in the streets of Queens, New York. Founded in 1992 by four friends—Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown—FUBU emerged as a response to the lack of Black-owned sportswear in the mass market. What started as a bold idea in the Hollis neighborhood soon transformed into a global fashion phenomenon.
The journey began with Daymond John mortgaging his home for $100,000, using the funds to turn half of his house into a makeshift factory. The group began producing their own clothing, with the first store to carry FUBU being Montego Bay on Queens' Jamaica Avenue. As demand for their products grew, they attended the MAGIC men’s apparel show in Las Vegas, which led to $300,000 worth of orders—a staggering achievement for the young brand. However, without the resources to fulfill these orders, they advertised in The New York Times seeking investors. The South Korean conglomerate Samsung responded, providing the necessary capital and expertise to propel FUBU into the global market.
FUBU’s big break came in the mid-1990s when high-end retailer Macy’s began stocking their apparel. The brand quickly gained mainstream attention, and at one point, the four founders even appeared in a live, interactive window display at Macy’s flagship store on 34th Street. By 1998, FUBU had reached its peak, grossing over $350 million in annual worldwide sales.
One of FUBU’s most iconic moments occurred in 1997 when rapper LL Cool J, a prominent figure in hip-hop, appeared in a commercial for Gap Inc. While wearing Gap clothing, LL Cool J sported a FUBU hat and slyly incorporated the phrase “For Us, By Us” into his rap. The Gap team was unaware of the brand shoutout until the ad aired, sparking a controversy that ultimately boosted FUBU’s visibility and credibility. The partnership with LL Cool J solidified FUBU’s association with hip-hop culture, making it a must-have brand for the youth.
Despite its success, FUBU faced challenges in the early 2000s. Daymond John later admitted that overproduction led to an oversaturated market, causing a decline in sales. By 2003, FUBU had mostly withdrawn from the U.S. market, shifting focus to international markets like Saudi Arabia, China, Korea, Japan, and South Africa.
However, FUBU never fully disappeared. In 2010, the brand relaunched as FB Legacy, and in 2018, it collaborated with Puma to create a limited-edition shoe line. More recent partnerships include collaborations with Pyer Moss, Urban Outfitters, and Century 21, as well as the launch of FUBU FRAMES, a sunglasses and optical collection.
FUBU’s story is one of resilience, innovation, and cultural impact. From its humble beginnings in a Queens basement to becoming a global powerhouse, FUBU not only carved out a space for Black-owned businesses in the fashion industry but also became a symbol of pride and empowerment for an entire generation. As Daymond John and his co-founders continue to evolve the brand, FUBU remains a testament to the power of community-driven entrepreneurship.
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