With collaborations with Urban Outfitters, Puma, and Mitchell & Ness all on deck, all signs point to yes.
Any streetwear fan born in the ’80s or ’90s has a special place in their heart for FUBU (short for For Us By Us). Founded in 1992 by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, the brand started small with a line of hats made in John’s house in Hollis, Queens, New York, but grew into a cultural phenomenon. In the 25 years since launching, over 5,000 stores have carried the FUBU collection and more than $6 billion in merchandise has been sold at retail. Over the years, the hype faded.
But with the recent resurgence of ’90s brands like FILA, Champion, and Guess, could it be FUBU’s turn for a comeback? We touched based with the founders of the brand to get their thoughts on their recent collaboration with Urban Outfitters, the current state of “streetwear,” and what they think For Us By Us means given our current political climate.
How’d your recent collaboration with Urban Outfitters come to be?
Keith Perrin: Our creative director Willie Escobar reached out to Urban Outfitters and they showed some interest and we put it together. Willie’s been pressuring us for years to restart the brand, but you know Daymond is obviously extremely busy and he didn’t have time, so he handed it to Willie and I to work hand-in-hand to get the collaborations going.
Daymond John: For those who don’t know, Willie has his own brand and he’s been the force behind our FUBU brand, our Coogie brand, and all of our other brands. He’s the one who helped curate this. Willie is behind all of our collaborations because he’s out there in those streets and he’s always been that voice whenever we needed him and he’s the guy we go to. Willie is how the collaboration with UO came about and our future collaborations to come with Puma, Ebbets Field Flannels, and Mitchell & Ness for 2018.