Originally founded in 1992, FUBU (@fubu) — an acronym for “For Us By Us” — is an American legacy brand that changed the course of global fashion history. A fashion staple of the 90’s, FUBU tapped into the rise of Black artists like LL Cool J, Lil Kim, and Nas for their iconic advertising and marketing campaigns, which all helped FUBU to become a large-scale, globally recognized brand by the early 2000’s. Now, 30 years later, FUBU is reclaiming its place in the industry with reimagined and all-new products available exclusively at the new US website — fubu.com. Newly dropped pieces like the FUBU Corduroy Knit sweatsuit sets, Camo Signature Logo hoodies, and embroidered Equality hoodies have all already been seen on the original founders — Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown — as well as on FUBU fans both old and new including Lil Nas X, Kyle Kuzma, and Gabe Vincent. Fubu customers will note a new level of attention to detail in the pieces and elevated quality that throws back to the original early days of the brand.
FUBU today aims to inspire, uplift, and lead in the inclusion of all ages, ethnicities, and identities, and reconnect streetwear to the culture that birthed it. To join in the important celebration of Black History Month, FUBU will be reaching out to their community and engaging directly with independent, Black-owned small businesses to share the spotlight and highlight them on their Instagram and Twitter platforms. One business per week that fosters community and exemplifies the message “For Us By Us” will be profiled and featured across FUBU’s social media accounts to be celebrated by the team and their global audience. The FUBU Supports Small Businesses Initiative aims to celebrate Black creators and entrepreneurs taking ownership of the space, culture, and movement that they created and continue to lead.
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