“For Us, By Us”
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In 1992, four friends - Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown from Hollis, Queens, united with a vision to address the absence of Black-owned sportswear in mass markets. They came up with the name “FUBU,” standing for “For Us, By Us.”
FUBU faced initial challenges, encountering inventory struggles and financial needs. After a successful pop-up at a Las Vegas trade show, where they sold $400,000 USD worth of non-existent clothes, they confronted another obstacle: lacking the infrastructure and resources to produce the ordered items. Despite approaching 27 banks for a loan, Daymond John faced rejection at every turn.
In a moment of frustration, John sought advice from his mother, Margot John. She came through by securing a $100,000 equity line on her mortgage, allowing the entrepreneurs to set up a mini-factory in her house.
As FUBU gained traction in Queens stores, it caught the attention of the entertainment industry. The brand’s breakthrough moment occurred in 1999 when Gap sought to connect with a Black audience. Choosing LL Cool J for a commercial, LL subtly wore a FUBU hat, unbeknownst to Gap’s creative team and executives until weeks after the commercial aired. The $30 million Gap video significantly boosted FUBU’s sales by 300%.
When the clothing company reached its peak, sales were over $350 million.
FUBU’s success was rooted in its connection with the streets and its ability to resonate with a diverse audience.
HELLA INSPIRED.
FUBU faced initial challenges, encountering inventory struggles and financial needs. After a successful pop-up at a Las Vegas trade show, where they sold $400,000 USD worth of non-existent clothes, they confronted another obstacle: lacking the infrastructure and resources to produce the ordered items. Despite approaching 27 banks for a loan, Daymond John faced rejection at every turn.
In a moment of frustration, John sought advice from his mother, Margot John. She came through by securing a $100,000 equity line on her mortgage, allowing the entrepreneurs to set up a mini-factory in her house.
As FUBU gained traction in Queens stores, it caught the attention of the entertainment industry. The brand’s breakthrough moment occurred in 1999 when Gap sought to connect with a Black audience. Choosing LL Cool J for a commercial, LL subtly wore a FUBU hat, unbeknownst to Gap’s creative team and executives until weeks after the commercial aired. The $30 million Gap video significantly boosted FUBU’s sales by 300%.
When the clothing company reached its peak, sales were over $350 million.
FUBU’s success was rooted in its connection with the streets and its ability to resonate with a diverse audience.
HELLA INSPIRED.