FUBU to rebrand

FUBU (an acronym for “For Us By Us”) was one of the biggest street wear lines to come out of the 90s, launching in 1992 with co-signs from the likes of LL Cool J to Ludacris.

Five years ago, the company headed overseas, and in recent years, its popularity has steeply declined within the U.S.

“Kids have a three-year memory span, so most don’t have a sense of the brand’s roots,” said founder Daymond John.

John says the revamped collection won’t be those same ’05 jerseys, but “Carhartt-meets-Abercrombie & Fitch style.”


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