Popular 90s Streetwear Brand FUBU Set To Revamp Collection

FUBU Co-Founders, Keith Perrin (left) and Daymond John (right) (Photo: URB1 Magazine)
FUBU Co-Founders, Keith Perrin (left) and Daymond John (right) (Photo: URB1 Magazine)

FUBU was one of the biggest street wear lines to come out of the 90s, launching in 1992 with co-signs from the likes of LL Cool J to Ludacris.

Five years ago, the company headed overseas, and in recent years, its popularity has steeply declined within the U.S.

However, according to Vibe.com, FUBU (an acronym for “For Us By Us”) is ready for a comeback, as founder Daymond John gears up for a campaign relaunching the brand in the spring.

“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.”

John says the revamped collection won’t be those same ’05 jerseys, but “Carhartt-meets-Abercrombie & Fitch style.”

“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,” he explains.

At press time, it was unclear when new FUBU pieces will begin to show up in stores.

8 comments
  1. Everyone know fubu picked up coogi and been owning it for 6 years now. So to all that been dissin the brand ya late….

  2. IT BETTER B GOOD…CUZ I WAS ROCKING THAT BAC N 98′ 99’THAT WAS THE SHIT…YALL REMEMBER KARL KANI…THAT WAS THE SHIT 2..REMEMBER WU WEAR…I CAN GO ON & ON..BUT F.U.B.U. WAS THE SHIT…JUS REMINISCE..

  3. Karl Kaniā€¦is big over seas…just had show not to long ago…still sells in the US too.

  4. FUBU was dope back in the day. I still rock my old 05 jersey around the house when I’m bein’ lazy, lol. Damn, I remember when everybody rocked FUBU.

  5. That platinum fubu with the fat albert theme was the best from fubu i hope their comeback is strong..

  6. @Philly-O: you know damn well you still rock that jersey outside the house and to the club. lol!

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