WHO WE ARE
In 1992, four friends from Hollis, Queens, came together with one vision — to defy the odds and create a line of sportswear made by the people who wore it — for us, by us. The brand they started launched the streetwear industry we know today. In 2020, FUBU returned to its roots, launching a new collection that combines the contemporary and the classic.
Today, FUBU, while still focusing on our core roots, we want to focus on Embracing Community and Cultivating Empowerment.
OUR HISTORY
During the Rodney King riots in Los Angeles, John went and printed some shirts with phrases like ‘What happened to poor Rodney King?’” They printed “Free Mike Tyson” shirts after Mike Tyson got locked up,” Draymond John said during an interview with The Washington Post. A lightbulb went off after the shirts were made and sold. John thought the emotional slogan tied to the shirts was why people rapidly bought them. Upon noticing this pattern among his clientele, he was determined to establish a brand that evoked strong emotions in individuals. He then connected with his three childhood friends, J. Alexander Martin, Keith Perrin, and Carlton Brown, who were childhood friends living in Queens, New York City, creating the groundbreaking urbanwear FUBU. FUBU, short for “For Us, By Us,” is a clothing brand that originated in the early 1990s.
The brand emerged from the founders’ desire to create clothing that reflected their urban culture and experiences. But the clothesline did not take off right away. John clarified that FUBU was financially bankrupt from 1989 to 1992 for three years. Following a presentation at a Las Vegas trade fair, John and his colleagues sold $400,000 of apparel that had not yet been manufactured. Following a denial of credit by twenty-six banks,
his mother obtained a $100,000 second mortgage on their own house.
In a Gap commercial, LL Cool J wore a FUBU cap, significantly increasing brand exposure for the business. Eventually, in 1995, they agreed to
a deal with Samsung, which enabled it to introduce its infrastructure and finance platform for fashion. Sales with the Samsung alliance hit $200 million in just five years. Fubu signed a licensing agreement with the NBA shortly after this agreement with Samsung. They designed the apparel brand FUBU NBA. Basketball and hip-hop culture have long been intimately related, and several well-known athletes were already sporting streetwear and hip-hop on the sidelines.
OUR TIMELINE
OUR NEW LOGO
Empowerment, Representation, and Amplify are three keywords we use to describe the new rebrand for FUBU. Keeping all three keywords in mind, we use a star to represent embracing your strengths, inspiring inclusion, and using your voice.
The color rebranding of FUBU draws inspiration from the vibrant hues of
the African sunset to reflect the essence of its mission statement. Golden yellow, reminiscent of the warm glow of the setting sun, could symbolize the celebration of individual talents and aspirations within the African American community. Oranges, reflecting the vivid colors that streak across the sky during sunset, represent the empowerment and vibrancy of voices within
the community. Rich blues, mirroring the deep hues of the evening sky, evoking a sense of strength and unity, reinforcing the brand’s commitment
to forging a representative environment that strengthens individuals.
Incorporating these colors into the rebrand, FUBU visually communicates its dedication to amplifying voices and fostering empowerment while also paying homage to the cultural richness and beauty of the African heritage.
TO THE FUTURE
Evolving past just a fashion label, Today, Fubu’s direction is expanding on the already established culture, elevating it more, and still keeping it within its roots. Focusing on Embracing Community and Cultivating and Empowering the Community.
