FUBU, short for "For Us, By Us," was founded by Daymond John in 1992 in Hollis, Queens. Daymond, along with his childhood friends J. Alexander Martin, Keith Perrin, and Carlton Brown, started the brand with the intention of creating clothing that resonated with the urban African American community. What began as a hat business operating out of John's house turned into a global phenomenon that defined 90s streetwear.
From the jump, FUBU was different. The brand wasn’t just about clothes; it was about a movement. The founders hustled hard, selling their gear at events and out the trunk of their cars. They leveraged their network, getting the gear into the hands of hip-hop artists. LL Cool J, one of the biggest names in hip-hop at the time, became an unofficial ambassador for the brand, rocking FUBU in music videos and even in a Gap commercial. That move right there put FUBU on the map in a big way.
FUBU's flagship store opened in New York City, but it was their presence in major retailers that really took things to the next level. Macy's picked up the brand, and suddenly, FUBU was everywhere. The brand became known for its oversized jerseys, denim wear, and the iconic FUBU logo stitched across shirts, jackets, and hats. The platinum collection, featuring the signature Fat Albert characters, became a cultural staple.
Celebrities like LL Cool J, Nas, and Will Smith were often seen in FUBU gear, making it the must-have brand of the 90s. The brand's slogan, "For Us, By Us," resonated deeply within the community, emphasizing a sense of ownership and pride. FUBU wasn't just clothing; it was a statement of identity and empowerment.
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