FUBU

The company was founded in 1992 by Daymond John with a line of hats made in his house in 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.

FUBU is a clothing company. The collection consists of t-shirts, rugby shirts, jerseys, baseball caps, shoes and denim jeans.

The name is sometimes considered an acronym for “For Us By Us“, implying the product line was produced for a primarily African-American market.

At its peak, FUBU grossed over $350 million dollars in annual worldwide sales.

FUBU staff started the company for their local youth community. The founders intended to compete with sportswear companies such as Nike, Inc. who were profiting from the authenticity of New York street fashion without giving enough back to the African American community.

This label was disgustingly marked up and it was ironic that it was mostly worn by white kids.

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