FUBU, an iconic brand that has shaped the landscape of urban fashion, continues to evolve while staying true to its roots. Founded in the early 1990s by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, FUBU—an acronym for “For Us, By Us”—was born out of a desire to create clothing that resonated with the African American community. The brand quickly became synonymous with hip-hop culture, embodying the spirit of empowerment and self-expression.
As part of this evolution, FUBU was honored during Atlanta Fashion Week, founded by Angela Watts, with a spectacular runway show that showcased its latest collection. This event not only highlighted the brand’s commitment to innovation but also its dedication to celebrating diversity in fashion. The new pieces reflect a contemporary twist on FUBU’s signature style, merging streetwear aesthetics with modern trends, ensuring that the brand remains relevant in today’s fast-paced fashion industry.
Image: The Washington Post for Getty Images.
In addition to the runway show, a FUBU installation will be featured at the Buckhead Art and Co. from October 8 – 20. This installation offers an immersive experience for attendees, allowing them to explore the brand’s rich history and its impact on fashion and culture. Visitors will have the opportunity to engage with the legacy of FUBU, discovering how it has influenced generations while continuing to inspire future creators.
Carlton exclusively tells EBONY, “We are excited. It’s a homage to old and new. We are showing off a lot of our vintage pieces, and we are showing how we are evolving and moving forward. And what we’ve been doing in between.”
FUBU’s journey from a grassroots label to a globally recognized brand is a testament to the power of authenticity and community. As it honors its legacy at Atlanta Fashion Week, FUBU remains a vital player in the fashion industry, championing the voices and stories of those it represents.
Brown continues, “A lot of time people don’t know unless you go into certain stores, they don’t know we have suits, underwear, bedding, all types of products throughout the country. So, we are really going to take the time to celebrate all of FUBU. Not just clothing but everything we have in our catalog.”
