In the 1990s, hip-hop was carving out its identity not only in music but also in fashion. Few brands captured that moment as powerfully as FUBU — an acronym for “For Us, By Us.” Founded by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown in Queens, New York, FUBU emerged as a clothing line rooted in the community it served. More than just apparel, it became a symbol of ownership, pride, and the power of hip-hop to shape global culture.
The Birth of a Movement
FUBU started with a simple idea: to create clothes that reflected the lifestyle and identity of the streets. At a time when luxury designers like Tommy Hilfiger and Polo Ralph Lauren were being adopted by hip-hop artists and fans—often without those brands embracing the culture—FUBU positioned itself as a brand that belonged to hip-hop.
Daymond John famously began by sewing FUBU logos onto hockey jerseys and hats, selling them locally and leveraging grassroots marketing. What propelled the brand from local hustle to international success was its close relationship with hip-hop artists. LL Cool J, a fellow Queens native, became a crucial ambassador, even sneaking FUBU into a Gap commercial by wearing the hat and weaving the brand’s slogan into his freestyle. That moment epitomized hip-hop’s rebellious creativity and FUBU’s cultural alignment.
Symbol of Ownership and Representation
FUBU’s tagline—For Us, By Us—spoke directly to African American and hip-hop communities who rarely saw themselves represented or respected in the fashion industry. It wasn’t just a brand; it was a statement of cultural autonomy and self-determination. By the late ’90s, FUBU was everywhere, worn proudly by artists like Nas, Ludacris, and members of Wu-Tang Clan. The brand’s designs—oversized jerseys, denim, and bold logos—mirrored hip-hop’s sound: loud, unapologetic, and influential.
Influence Beyond Fashion
FUBU’s rise demonstrated the economic power of hip-hop culture. It proved that a brand rooted in Black identity and street culture could compete on a global scale, reportedly generating over $300 million in annual sales at its peak. This opened the door for later streetwear and hip-hop-inspired labels like Sean John, Rocawear, and eventually Supreme and Off-White.
Moreover, FUBU helped shift the narrative of hip-hop fashion from consumption to creation. Instead of simply wearing designer labels, hip-hop entrepreneurs were now designing, marketing, and owning the brands. This blueprint—artists becoming moguls—can be seen today in ventures from Kanye West’s Yeezy line to Rihanna’s Fenty empire.
Legacy
While FUBU’s mainstream dominance faded in the 2000s, its legacy remains foundational. The brand is remembered as one of the first to unapologetically align itself with hip-hop, not as an outsider capitalizing on the culture, but as an insider amplifying it. Its success helped redefine the relationship between music, fashion, and business, and its message of self-made ownership continues to inspire.
In essence, FUBU wasn’t just clothing—it was a cultural landmark. It embodied the spirit of hip-hop at its core: creating something out of nothing, telling your own story, and turning authenticity into influence.
