The FUBU Story

The FUBU Story

In the early 1990s, a brand emerged from the heart of New York City, representing the spirit and energy of Hip-Hop culture.

This brand was FUBU, an acronym for “For Us, By Us,” which quickly became an emblem of urban fashion and lifestyle. Founded by a group of young entrepreneurs, FUBU not only revolutionized the fashion industry but also left an indelible mark on the cultural landscape of America.

Origins of FUBU

FUBU was the brainchild of Daymond John, Keith Perrin, J. Alexander Martin, and Carl Brown, four friends from Queens, New York. The quartet shared a deep passion for hip-hop and a desire to create a brand that resonated with the community they came from. Their mission was to design clothing that spoke directly to the youth, expressing their unique style and aspirations.

The brand’s name, “For Us, By Us,” encapsulated their ethos. FUBU aimed to be a representation of the urban experience, providing a platform for self-expression within a culture that was often marginalized by the mainstream.

The Gap Commercial Featuring LL Cool J

One of the pivotal moments in FUBU’s journey to prominence came with a groundbreaking Gap commercial in 1997.

The commercial featured LL Cool J, a prominent figure in the hip-hop community, donning FUBU attire while promoting Gap’s “Mellow Yellow” campaign. This was a significant moment in the fashion industry, as it marked a collaboration between a major mainstream brand and a niche urban label.

What made this commercial truly iconic was LL Cool J’s spontaneous shout-out to FUBU within the ad. He boldly declared, “For Us, By Us, on the low,” signaling to the world that FUBU was a brand worth recognizing. This unplanned endorsement catapulted FUBU into the public eye, attracting attention from a much wider audience.

The Original Owners of FUBU

The original owners of FUBU were Daymond John, Keith Perrin, J. Alexander Martin, and Carl Brown.

Each of them brought a unique perspective and skill set to the table. Daymond John was the visionary behind the brand, using his marketing prowess to elevate FUBU’s presence. Keith Perrin and J. Alexander Martin were responsible for the design and creative direction, while Carl Brown managed the financial aspects of the business.

The Decline of FUBU’s Popularity

While FUBU experienced remarkable success during its initial years, several factors contributed to its decline in popularity. One reason FUBU may have fallen off the Fashion radar the rapid evolution of fashion trends. As the 2000s ushered in a new era of minimalist and high-end fashion, FUBU faced difficulty in adapting its style to meet the changing demands of the market.

Additionally, the fashion industry became increasingly competitive, with new brands emerging to cater to urban youth culture. This heightened competition, coupled with shifts in consumer preferences, put pressure on FUBU’s market share.

Does FUBU Still Exist?

As of my last knowledge update in September 2021, FUBU still existed, albeit on a smaller scale compared to its heyday. While it may not have the same level of mainstream visibility, FUBU continues to have a dedicated following within the urban fashion community. The brand has made efforts to adapt and reposition itself in response to changing market dynamics.

Cultural Impact of FUBU

FUBU’s impact on popular culture cannot be overstated. It served as a catalyst for the recognition of urban fashion as a legitimate and influential force within the industry. The brand’s success paved the way for other urban fashion labels and designers to gain recognition and acceptance on a global scale.

Moreover, FUBU represented more than just clothing; it embodied a sense of pride and empowerment for a generation of young people who identified with the hip-hop culture. It demonstrated that individuals from marginalized communities could create something extraordinary and influence the world around them.


FUBU’s journey from a small startup in Queens to a global phenomenon is a testament to the power of creativity, passion, and a deep understanding of one’s audience. While the brand faced challenges over the years, its legacy endures through its contributions to both fashion and culture.

FUBU will forever be remembered as a trailblazer, breaking down barriers and reshaping the fashion landscape.