The Evolution of FUBU, the Legendary Black Sportswear Brand

Four friends from Hollis, Queens made their mark on the fashion world in a major way in 1992, when they launched FUBU, a sportswear brand inspired by hip-hop culture. In the decades since, some of the hottest actors, rappers and athletes in the game made the sportswear brand that was for us, by us, a household name and something bigger than the founders could have ever dreamed possible.

Video will return here when scrolled back into view

Marvin Sapp Turns Viral Controversy Into A Song — But Not Everyone’s Praising Him

view video

Marvin Sapp Turns Viral Controversy Into A Song — But Not Everyone’s Praising Him

Now, nearly 35 years since they dropped their first collection, FUBU’s founders are showing no signs of slowing down.

“It’s a blessing to see a whole new generation find it, interpret it in their own way and embrace it,” FUBU co-founder Daymond John told The Root in an exclusive interview.

This is the evolution of FUBU.

For Us, By Us

FUBU was founded in 1992 by Daymond John, Keith Perrin, J. Alexander Martin and Carl Brown, four friends from Hollis, Queens. The founders sought to launch a line of sportswear rooted in hip-hop culture – something for us, by us.

Started From the Bottom

FUBU is a brand that truly started from the bottom. Daymond John told The Root he had just $40 and a commitment to hustle hard when he and his co-founders started out.

“I had a phone available to me and I made 50 calls a day for six months – ten to a manufacturer, ten to a store, ten to a record label asking them to have their artists wear my stuff,” he said.

Hip-Hop to the Core

In the 1990s, some of the hottest rappers in the game were wearing FUBU. But it was L.L. Cool J who is credited with helping the brand achieve mainstream success, when he wore a FUBU hat in a GAP commercial.

“We couldn’t make enough product,” Daymond John said on X. “So the kids started going to the GAP for FUBU. GAP finds out almost three weeks later after the commercial is airing. They spent about 30 million dollars on this commercial. They pull the commercial, but then all of a sudden they find out the target market they were trying to hit increased 300 percent because the kids thought they could get FUBU at the GAP.”

Hip-Hop to the Core

FUBU may have been born in Queens, but its influence quickly spread across the country. Here, Juvenile and the Cash Money Crew are seen wearing FUBU from head to toe.

Word Up!

R&B group B2K wearing FUBU for a Word Up! Magazine photo shoot.

Usher Baby

Usher can’t help but smile while wearing a FUBU baseball jersey.

Queen Bey

Even Queen Bey was wearing the brand back in the day.

A Fashion Week Event

FUBU’s light dimmed a bit as other Black-owned brands chipped away at the market. But in October 2024, it made a major comeback with an epic runway show at Atlanta Fashion Week.

Timeless Style

FUBU has always kept it’s finger on the pulse of style, while maintaining a connection with it’s New York City roots.

Suited Up

But don’t get it twisted, FUBU is not just sportswear. The brand also has a collection of stylish FUBU suits.

Cool Collabs

This year, the brand went to Broadway, teaming up with Alicia Keys’ hit musical “Hell’s Kitchen” to make a baseball jersey for the lead character, who is inspired by a young Alicia Keys growing up in New York City in the 1990s.

Cool Collabs

In 2018, the brand teamed up with Puma to honor the 50th anniversary of their iconic suede shoe. The FUBU X Puma capsule collection featured clothing and shoes in an updated version of the OG style.

Rocking the Runway

The Atlanta Fashion Week runway show turned out fans of the brand in a major way and gave FUBU the chance to show that it still knows what’s hot in the streets.

“This collaboration with Atlanta Fashion Week marks a significant milestone for FUBU, bridging our iconic past with a vibrant future in fashion and beyond,” said Cecily Groves, VP of Brand Management and Licensing at FUBU.

Looking Towards the Future

Looking back on FUBU’s journey, Daymond John told The Root he is proud of how far the brand has come. And while it has embraced everyone from skaters to soccer moms, it will always have its roots in hip-hop and Black culture.

“FUBU is something that culturally is known as the first hashtag of clothing, and it has really gone way beyond what it was when it was a beautiful hip-hop brand created from the energy of African American males,” he said. “Now all of a sudden, FUBU stands for something much bigger.”