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FUBU is a clothing company. It includes casual wear, sports wear[disambiguation needed], a suit collection, eyewear, belts, and shoes for the hip-hop community in the sense of economic investment but not to be exclusively worn by African Americans. The name is considered an acronym for "For Us By Us," implying the product line was produced for a primarily African American market. The alleged original meaning of FUBU was "Five Urban Brothers United," but the "For Us, by Us" line later took root as the clothing line expanded.
The company was founded in 1992 by Daymond John with a line of hats made in his house in Hollis, Queens, New York. According to the company website, John mortgaged his own home for $100,000 and with that seed money he and his three friends Carl Brown, J. Alexander Martin, and Keith Perrin, turned half of his house into a factory and the other half into living space.
At its peak in 1998, FUBU grossed over $350 million in annual worldwide sales. FUBU has received several honors for their entrepreneurial achievements. These include two Congressional Awards, two NAACP Awards, the Pratt Institute Award, the Christopher Wallace Award, the Online Hip-Hop Award and a Citation of Honor from the Queens Borough President.
In 2003, FUBU mostly left the U.S. market and concentrated its efforts overseas. By 2009, annual revenue fell from the $350 million peak of 1998 to $200 million.
In 2010 FUBU relaunched in the U.S., rebranding itself as FB Legacy.
The FUBU collection consists of T-shirts, rugby shirts, hockey and football jerseys, baseball caps, shoes and denim jeans. All are embroidered with the FUBU logo. Most of the products, such as the jeans, are imported from around the world. FUBU has now expanded to include various lines such as Platinum FUBU, FUBU footwear for men and women, intimate apparel, active wear, swimwear, watches, FUBU suits, and FUBU tuxedos. The Platinum FUBU collection also includes the M. Ali, Fat Albert and Harlem Globetrotters clothing lines.
From 2001 to 2003 FUBU also established a record label, first releasing a compilation album entitled The Good Life in 2001 and then an album by the 54th Platoon entitled All or Nothin' in 2003. Though both albums made it to the Billboard charts, neither was a commercial success and FUBU shut down its record label after the release of All or Nothin'.
|U.S. Billboard 200||U.S. R&B|
|2001||The Good Life
- Williams, Kam. "The Brand Within: The Power of Branding isfrom Birth to the Boardroom - Book Review". pittsburghurbanmedia.com. Retrieved 2012-09-03.
- "FUBU Mainpage, Who we are/The company/Company profile".(archived site)
- "Samsung C&T America, Inc. - FUBU". Retrieved 2012-09-03.
- Nance-Nash, Sheryl (2010-07-24). "FUBU Founder Daymond John Stages His Next Act". dailyfinance.com. Retrieved 2012-09-03.