FUBU

Last updated
FUBU
IndustryClothing, hip hop apparel
Founded1992
Headquarters,
United States
Products Casual wear
sports wear
suit collection
eyewear
belts
shoes
Owner
  • Daymond John
  • Carlton E. Brown
  • J. Alexander Martin
  • Keith C. Perrin
Website fubu.com

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.

Contents

History

The company was founded in 1992 by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown. Their initial products were a collection consisting 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, the company's co-founders rebuilt half of his home as a factory while the other half remained living space. [2] Clothing store Montego Bay, on Queens' Jamaica Avenue was the first to carry the FUBU line. Legendary retailer Macy's soon followed, to great success, at one point featuring the four FUBU founders in a live, interactive window display in its flagship store on 34th Street. [3]

FUBU founders attended the MAGIC men’s apparel show in Las Vegas with samples and got $300,000 worth of orders, but, had no idea how to fulfill them. John’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 starred in a commercial for Gap Inc. in which he wore a FUBU hat and incorporated the phrase “For Us, By Us” into his rap lyrics. The commercial's production team was unaware of the meaning behind LL's FUBU references until the advertisement aired. [1] The subsequent controversy proved to be a tremendous publicity boost for both companies by simultaneously establishing FUBU in the mainstream, while giving Gap "street credibility".

In 2003, FUBU mostly withdrew from the U.S. market, concentrating its efforts in Saudi Arabia, China, Korea, Japan and South Africa, while acquiring other apparel brands. In 2009, annual revenue of the company was around $200 million. [5]

In 2010, FUBU relaunched its collection in the U.S., re-branding itself as FB Legacy. [5]

In 2018, Puma, a footwear brand, began a collaboration with FUBU to create a number of shoes. [6]

According to Complex FUBU's decline occurred due to their over saturating the market, as John has publicly stated, "The biggest mistake we made with the brand was buying more inventory than we needed. This was around 2001." Since then, FUBU has continued to collaborate with various brands including Pyer Moss and Urban Outfitters. In March 2019, FUBU announced a new partnership with Century 21. [7]

In September 2020, Eye Candy Creations USA and FUBU have announced their collaboration to design, create, produce and sell FUBU FRAMES, a sunglasses and optical collection worldwide. [8]

Collection

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

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.

YearTitleChart positions
U.S. Billboard 200 U.S. R&B
2001 The Good Life
  • Released: September 25, 2001
  • Label: FUBU/Universal
529

Related Research Articles

Adidas German multinational corporation

Adidas AG is a German multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, 8.33% of the German football club Bayern München, and Runtastic, an Austrian fitness technology company. Adidas' revenue for 2018 was listed at €21.915 billion.

Roots Canada Canadian apparel and home furnishings company

Roots Ltd. or Roots Canada is a publicly held Canadian brand that sells apparel, leather bags, small leather goods, footwear, active athletic wear, and home furnishings. The company was founded in 1973 by Michael Budman and Don Green. In 2015, Roots was sold to Searchlight Capital Partners LP, an American investment firm.

Puma (brand) German clothing and consumer goods manufacturer

Puma SE, branded as Puma, is a German multinational corporation that designs and manufactures athletic and casual footwear, apparel and accessories, which is headquartered in Herzogenaurach, Bavaria, Germany. Puma is the third largest sportswear manufacturer in the world. The company was founded in 1948 by Rudolf Dassler. In 1924, Rudolf and his brother Adolf "Adi" Dassler had jointly formed the company Gebrüder Dassler Schuhfabrik. The relationship between the two brothers deteriorated until the two agreed to split in 1948, forming two separate entities, Adidas and Puma. Both companies are currently based in Herzogenaurach, Germany.

Brooks Sports, Inc., also known as Brooks Running, is an American sports equipment company that designs and markets high-performance men's and women's sneakers, clothing, and accessories. Headquartered in Seattle, Washington, Brooks products are available in 60 countries worldwide. It is a subsidiary of Berkshire Hathaway.

Tamara Mellon is a British fashion entrepreneur who is a co-founder of luxury footwear brand Jimmy Choo.

Saucony is a North American manufacturer of footwear and apparel. The company is a subsidiary of Wolverine World Wide.

New Balance American footwear manufacturer

New Balance (NB) is an American sports footwear and apparel brand that was established in 1906. The brand was originally associated with the New Balance Arch Support Company. Today the brand is associated with New Balance Athletics, Inc., an American multinational corporation and its parent New Balance, Inc., a Jim Davis owned holding company that owns New Balance Athletics, Inc. New Balance Athletics, Inc. and New Balance, Inc. are both based in the same headquarters located in Boston, Massachusetts.

Avia (shoes)

Avia is an American footwear and clothing company that specializes in running, yoga and lifestyle activewear, shoes and accessories. Avia was founded in 1979 by Jerry Stubblefield, and is currently a subsidiary of the Sequential Brands Group.

Macbeth Footwear is a Southern Californian brand of footwear, apparel, and accessories, including vegan and organic products. One of its founders is Tom DeLonge, ex-member of Blink 182. Since June 2014, Macbeth has been owned by Saban Brands. Macbeth's main market is Southeast Asia, specifically Indonesia, Malaysia, and the Philippines, where most of its footwear and apparel is sold.

Southpole is an American wholesale clothing and fashion company, designer, distributor, licensor, and marketer based in Fort Lee, New Jersey, with operating headquarters in New York City. The company was founded in 1991 by two Korean American brothers, David Khym and Kenny Khym under their company name, Wicked Fashions Inc. The company's showroom is located on Fashion Avenue in Manhattan.

Rocky Brands

Rocky Brands, Inc., formerly known as Rocky Shoes & Boots, Inc., designs, develops, manufactures and markets outdoor, work, western and military footwear, and other outdoor and work apparel and accessories. The company was founded in 1932 in Nelsonville, Ohio and still maintains its corporate headquarters there.

Daymond John American businessman, investor, and television personality

Daymond Garfield John is an American businessman, investor, television personality, author, and motivational speaker. He is best known as the founder, president, and CEO of FUBU, and appears as an investor on the ABC reality television series Shark Tank. Based in New York City, John is the founder of The Shark Group.

John Vincent "Vince" Camuto was an American women's footwear designer and shoe industry executive, best known for co-founding the women's fashion brand Nine West. Following the 1999 sale of Nine West to Jones Apparel Group for $900 million, Camuto became CEO and Chief Creative Officer of a new fashion company, Camuto Group, maker of the Jessica Simpson brand. On October 10, 2018, Vince Camuto was acquired by Authentic Brands Group, as part of the company's definitive agreement to purchase a majority stake in the intellectual property of the Camuto Group's proprietary brands in partnership with DSW Inc.

Ronnie Fieg is a footwear and clothing designer and the owner-operator of retail establishment Kith.

Cherokee Inc.

Cherokee Inc., also known as Apex Global Brands, is an American based global apparel and footwear company, headquartered in Sherman Oaks, California. The company was established in 1973 and its brands are available in 110 countries in 12,000 retail locations and on digital commerce.

Ruthie Davis is the founder, designer, and president of luxury shoe brand Ruthie Davis. Her shoes are worn by celebrities, including Beyoncé and Lady Gaga. She was named American Apparel and Footwear Association's 2014 Footwear Designer of the Year.

Bombas is an apparel brand. The company originally sold socks and began selling T-shirts in 2019. For every item purchased, a clothing item is donated to a homeless shelter or homelessness-related charity.

Mufti is Mumbai, India based men clothing fashion brand, which was founded by Kamal Khushlani in 1998. The company was started with a RS 10,000 loan from Khushlani's maternal aunt. It manufactures shirts, jeans, t-shirts, sweatshirts, sweaters and jackets. It is owned and managed by Credo Brands Marketing Private Limited. It owns 1,400 multi brand outlets and 120 large format stores. In July 2018, Mufti signed Kartik Aaryan as a brand ambassador.

World Balance Filipino footwear manufacturer

World Balance is a Filipino sports footwear and apparel brand that was established in 1980. The brand was first established as a cheaper shoe brand alternative to well-known foreign footwear brands. Today the brand is associated with its parent company CHG Global, Inc., that owns its main brand World Balance as well as other spin offs and local brands such as EasySoft, East Rock, FootShield, 7Soles, Sette, Shoe Hub, OneUp, and Weblife Direct Sales as well as international brands such as Base London and Popcorn General Store. All are based in the same headquarters located in Caloocan, Metro Manila.

References

  1. 1 2 3 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. 1 2 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. 1 2 3 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.
  7. How Fubu Is Making a Comeback
  8. "Eye Candy Creations USA and FUBU Announce Partnership". Cision PR Newswire. 1 September 2020. Retrieved 2 September 2020.