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.