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IndustryClothing, hip hop apparel
United States
  • Daymond John
  • Carlton E. Brown
  • J. Alexander Martin
  • Keith C. Perrin

FUBU (pronounced "foo-boo") is an American hip hop apparel company. FUBU stands for "For Us, By Us" and was created when the founders were brainstorming for a catchy four-letter word following other big brands such as Nike and Coke.[1] It includes casual wear, sports wear, a suit collection, eyewear, belts, and shoes.


The company was founded in 1992 by Daymond John, J. Alexander Martin, Keith Perrin and Carlton Brown, originating from a batch of 80 hats made in 1989 in John's house and sold on the street in Hollis, Queens, New York. According to the company website, John mortgaged his home for $100,000, and with that seed money he and his three friends and co-founders, turned half of his house into a factory and the other half into living space.[2] FUBU first got its clothing into a small store on Jamaica Avenue called Montego Bay. It was their first introduction to having their clothes in stores. They were then able to get their clothing line into Macy's department store. It was a huge success; at one point Macy’s featured the four FUBU founders in a live, interactive window display in Manhattan.[3]

FUBU founders attended the MAGIC men’s apparel show in Las Vegas with samples and got $300,000 worth of orders and had no idea how to fulfill them. Daymond’s mother suggested they advertise in the New York Times for an investor.[1] In 1995, South Korean company Samsung answered a classified ad and invested in FUBU.[4]

At its peak in 1998, FUBU grossed over $350 million in annual worldwide sales.[5] 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.[citation needed]

In 1999, LL Cool J did a commercial for Gap Inc. in which he wore a FUBU hat and incorporated the phrase “For Us, By Us” into his rap lyrics. It created some controversy but was a tremendous boost for FUBU, and generated a lot of interest for Gap as well. The people shooting the Gap video had no idea what he was referring to until after the commercial aired.[1]

In 2003, FUBU mostly left the U.S. market and concentrated its efforts overseas, also taking over other apparel brands. In 2009, annual revenue of the company was around $200 million.[5]

In 2010, FUBU relaunched in the U.S., rebranding itself as FB Legacy.[5]

In 2018, FUBU began an ongoing collaboration with footwear brand PUMA to create a number of shoes and apparel.[6]


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 Fat Albert line where the FUBU founders first got approval from Bill Cosby. [3]

FUBU Records[edit]

From 2001 to 2003 FUBU 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. Both albums made it on the Billboard charts.

Year Title Chart positions
U.S. Billboard 200 U.S. R&B
2001 The Good Life
  • Released: September 25, 2001
  • Label: FUBU/Universal
52 9


  1. ^ a b c Keith Perrin interviewed by Ian Lewis and Natalie Milbrodt. Time Period: 1970 - 2015. Keith Perrin, First Full Interview. Digital audio recording made using TASCAM DR-07 digital recorder and Audacity.
  2. ^ "FUBU Mainpage, Who we are/The company/Company profile". Archived from the original on March 4, 2000.(archived site)
  3. ^ a b Keith Perrin interviewed by Ian Lewis and Natalie Milbrodt. Time Period: 1999 - 2015. Keith Perrin, Second Full Interview. Digital audio recording made using TASCAM DR-07 digital recorder and Audacity.
  4. ^ "Samsung C&T America, Inc. - FUBU". Archived from the original on 2012-06-11. Retrieved 2012-09-03.
  5. ^ a b c Nance-Nash, Sheryl (2010-07-24). "FUBU Founder Daymond John Stages His Next Act". DailyFinance.com. Archived from the original on September 24, 2012. Retrieved 2012-09-03.
  6. ^ "FUBU & PUMA Join Forces Again for '90s-Inspired Tsugi Jun". HYPEBEAST. Retrieved 2018-02-06.

External links[edit]