Fubu's Slogans & Taglines

FUBU traces its origins to 1992, when Daymond John and childhood friends J. Alexander Martin, Keith Perrin, and Carl Brown began sewing tie-top hats in John's mother's house in Hollis, Queens, New York. The acronym "For Us, By Us" became both the brand name and its galvanizing mission, creating sportswear that authentically reflected African American culture and hip-hop identity. The breakthrough came in 1994 when LL Cool J—also from Queens—wore a FUBU hat in a national Gap commercial, catapulting the brand into mainstream consciousness. A 1995 distribution deal with Samsung enabled rapid expansion into Macy's and J.C. Penney, with the portfolio growing from hats and hockey jerseys to baggy pants, oversized "bubble" coats, and full sportswear collections. By 1998, annual sales peaked at $350 million. After fading from the U.S. market in the late 2000s, FUBU maintained international presence and has been staging a comeback through digital channels and new collections. Today, the brand remains a symbol of entrepreneurial empowerment and cultural authenticity, bridging 1990s hip-hop nostalgia with contemporary streetwear.