Fubu

FUBU is an American streetwear brand founded in 1989 by Daymond John in Queens, New York. The brand name is an acronym for "For Us, By Us," and it caters to a predominantly black audience with its ties to hip-hop artists like LL Cool J and inspirations from graffiti, sports and New York street fashion. The FUBU clothing brand started with self-made items such as hats and t-shirts, sold at local events in New York. After the brand gained popularity, it expanded to other product categories, partnering with rappers, athletes and other influencers across the United States. Through its FUBU Platinum line, FUBU made collections with Black cultural markers like Fat Albert, Muhammad Ali and the Harlem Globetrotters. FUBU was one of the first black-owned streetwear brands to gain international prominence in the 1990s, and vintage FUBU clothing still holds cultural relevance, as proven by the collaboration with fellow Black-owned New York label Pyer Moss in 2018.