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fubu
FUBU's is one of self-representation, hustle, and community. Founded in 1992 by four friends from Queens, New York, FUBU stands for "For Us, By Us". This motto reflects their desire to create clothes that resonated with the urban, hip-hop wearing community they belonged to, a community that felt underserved by mainstream fashion. FUBU capitalized on the growing influence of hip-hop culture in the 90s. Strategic partnerships, like LL Cool J wearing a FUBU hat in a Gap commercial, and endorsements from basketball stars, helped propel the brand to mainstream popularity. FUBU is considered a pioneer in the streetwear industry. Their success paved the way for other urban fashion brands to gain recognition and opened the door for a wider range of styles and voices in mainstream fashion. FUBU relaunched in 2020, staying true to its original mission and aesthetic while offering a fresh take for a new generation.