Are You Ready For FUBU’s Comeback?
FUBU CEO Daymond John
FUBU, an original player in hip-hop fashion, is aiming to reclaim its position in streetwear.
Starting in fall 2010, founder Daymond John will reintroduce the brand, hoping the convergence of surf-skate and urban fashion trends will result in a renewal of the label for a larger audience.
The name – “For Us, By Us” – heated up numerous discussions back in the day on what it really stood for; whether us” meant African-Americans, the hip-hop generation or young people in general.
Seeking to appeal to a young, diverse crowd, John describes it as a “Carhartt-meets-Abercrombie & Fitch style,” with average price points of $65. The bulk of the first collection will be men’s wear with a smattering of women’s and some swimwear.
“Kids have a three-year memory span, so most don’t have a sense of the brand’s roots,” John said. “I think FUBU to the kids is kind of an American brand. In apparel, [brands] tend to have a life cycle of three to five years and then need to be reinvented or taken to the next level.”
FUBU started in the basement of John’s home in Queens, N.Y., when he and three friends — Alexander Martin, Carl Brown and Keith Perrin, who are still executives at the label — began making caps and T-shirts before the label started selling in major retailers.
LL Cool J was FUBU’s first celebrity ambassador (a fellow Queens native) back in the 90’s. He wore the brand everywhere, promoting it proudly on popular talk shows like Ricki Lake.
FUBU Entertainment and FUBU Records were also launched. In 2001 the album FB Entertainment: The Good Life was released, featuring the hit single “Fatty Girl” with LL, Ludacris and Keith Murray.
By 1998, the company was said to be generating more than $350 million in total sales and was carried in more than 5,000 stores worldwide.
John now co-owns 10 brands, including FUBU, COOGI, Crown Holder and Drunknmunky.
What do you think? Can FUBU make a big comeback in today’s market?
Source: WWD.com
“Carhartt-meets-Abercrombie & Fitch style,” What in the world is that. I briefly remember those FB fleece shirts and some of their jeans and tacky velour Harlem globetrotter clothing.LL always wore the nice fubu outfits you couldn’t find anywhere hope they don’t try that again.
Personally i like what they are doing with some of the Coogi and Crown Holder. The quality is higher than their other brands but the prices are out of line with the main stream consumer.
I own two coogi basic sweaters and would like to purchase more just not at $300 a sweater. These guys have made the nice stuff (coogi basic & some crown holder) hard to find and really expensive.
I cant see anyone else buying fubu again they tarnished the name and flooded the market with cheap & tacky garments last time around.
I’m taking marketing and retail management in college and i think it could work, the only problem is the name. Fubu just dont do it for me. the only way it could work is if they leave those big stupid logo’s in the past and just print them on the name tag or Change the name into something more catchy that can appeal to anyone who wants to buy the clothing.
I cant wait to see this…
I hope he doesn’t try to be like A&F. Because there’s already a gang of competition in that area. And their killing A&F. Fubu was cool when I was on the east coast visiting back home to the west. The designs were better and you had LL rockin it. People from the west were asking me whats in, because fubu blew up there. Then it just changed later on and it was like wth. I saw like 619 other dudes rockin the same thing as me and it was time to switch up.
The name got played and joked to death. If it does comeback, not really sure if it’s going to be thought of as a serious contender or a marshalls regular. Kids may have a 3yr memory but they also got a computer and I don’t think they’ll rock somethin that fell off back when. They want fresh not refurbished. Not to mention the mystery of the name is gone.
The only way…only way I can see this working is if the name is altered somewhat. The “FUBU” logo has been played for years. Like Rick said, its available at places like Marshall’s, JC Penney and other small retailers, which makes its reputation go down. Only classic labels like Ralph Lauren, Converse, Nike, Adidas, etc. can be sold at these places and not worry about losing facing. Brands like Ed Hardy leave major retailers racks and end up in places like this. Now I don’t knock TJ MAXX, Ross or Marshall’s becuz I shop there myself but only for classic brand names. I have even seen Cavi there but that’s still a hot brand. I guess it all depends on popularity. But with all that said, FUBU is down the drain and is definitely gonna need some major PR work to bring it back.
I was interested in seeing what they have planned. I don’t know what the Carhart meets A&F is supposed to look like but from what I saw on youtube
http://www.youtube.com/alhayta#p/a/u/0/D3QI6__HQ9c
I can now say, without laughing, that I’d rock that new Fubu style. Those designs are seriously some hot **** and I’m feeling that whole play on the FB thing…Forever Brolic, Flatbush Brooklyn..Financially Blessed…etc.
I’m not a hater by nature and I’ll rock what I think looks good on me…but when too many other cats start rocking the same thing…I’m on to the next…let’s hope they don’t become a victim of their own success again… Fubu 2010…I’m ready..let’s go!
AYE Bro…I’m definitely feeling it/ The video showed some nice designs. Let’s see what it looks like in person. But in theory, the gear is on point.
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