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Are You Ready For FUBU’s Comeback?

Submitted by on November 6, 2009 – 9:25 am13 Comments


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

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