FUBU Company

FUBU is an acronym that translates to “For Us, By Us.” The acronym has also been said to stand for “Five Urban Brothers United.” FUBU was one of the first lines of fashion wear geared toward the hip hop generation, and it was the first to market itself widely as a fashion brand designed for African Americans and by African Americans, hence the phrase “For Us, By Us.” This entry describes the creation and growth of the company.

FUBU was created in 1992 in Queens, New York, by African American entrepreneur Daymond John. He initiated the enterprise when he began making hats to sell locally and at concerts and neighborhood festivals. John enlisted the help of childhood friends J. Alexander Martin, Carl Brown, and Keith Perrin to produce “tie-top hats,” snug-fitting hats with two flaps at the top that were tied into a knot. The FUBU founders inserted their logo on the hats and sold them for $20. The end result was that they discovered that making the hats themselves and selling them below market price yielded a significant profit.

The hats and the FUBU brand name became known nationally when the FUBU founders convinced another friend from Queens, rapper LL Cool J, to wear a FUBU shirt and hat that prominently displayed the FUBU logo—a logo that contained merely the letters of the brand. LL Cool J became the company's official spokesperson, bringing national visibility to the FUBU brand name by wearing FUBU attire in commercials and videos.

LL Cool J was a significant figure in bringing hip hop fashion to the attention of the larger public. He was one of many rap and hip hop musicians who helped to define an entire style of clothing marked by its loose oversized fit, prominent accessorizing, and brand name emphasis. LL Cool J's promotion of the FUBU brand drew the attention of the Korean company Samsung. Samsung offered FUBU a distribution deal that helped the organization to grow into a $5 million-plus business in just one year. FUBU continued to increase its profits and popularity, becoming successful both nationally and internationally; the label is carried in more than 5,000 retail stores in 26 countries.

The success of the company has reached beyond its initial target consumers, African American and urban youth, by becoming popular within the suburbs and with mainstream fashion conglomerates. In 1996, FUBU became the only Black-owned designer to have its own display window in Macy's flagship store in New York City. In 2001, FUBU was ranked number two among New York's largest minority-owned companies.

FUBU has become a multimillion-dollar empire, expanding its clothing line into sportswear, formal wear, and entertainment. In addition to its financial success, FUBU also participates in the economic development of urban communities. The FUBU Foundation was established in 1999 to represent and facilitate FUBU's desire to remain connected with urban communities and to provide economic support for the education of urban youth. FUBU has served local communities nationwide by hosting food drives and book scholarships in addition to making donations to a variety of local and national funds.

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