FUBU

Hip-hop clothing label

FUBU is a hip-hop fashion brand founded in the 1990s, an acronym for "For Us, By Us"—expressing Black entrepreneurship and cultural ownership.

The phrase for us, by us has since generalized beyond the brand to describe any product, service, or space created by and for a specific community: It's a FUBU situation—they're not marketing to outsiders.

brand

clothing line

Collection of garments sold

minority-ownedControlled by underrepresented group
entrepreneurshipCreating and managing ventures
Shark TankBusiness pitch competition show

startup · self-funded · grassroots · business model · trademark · logo · apparel · retail · merchandise · franchise

hiphop

rap

Quick sharp blow

music videosVisual accompaniments to songs
block partyNeighborhood outdoor celebration
old schoolAdhering to earlier ways

LL Cool J · beats · mixtape · underground · boombox · sneakerhead · fly · fresh · dope · swagger

streetwear

baggy jeans

Oversized denim pants

jerseysKnitted athletic garments
velourSoft pile fabric
tracksuitsMatching athletic garments

logo tees · fitted caps · sneakers · denim · oversized · urban fashion · casual · accessories · footwear · athletic wear

Opposites

fashion market segment

FUBUhaute couture

Custom luxury dressmaking

Chanel · Louis Vuitton · Hermès · high fashion · couture

cultural positioning/target demographic

FUBURalph Lauren

American fashion designer

Brooks Brothers · Tommy Hilfiger · Lacoste · J. Crew · Burberry

brand philosophy/ownership model

FUBUOld Navy

Budget apparel retailer

Familiarity: Top 1,000,000
Profile: Mostly American · Concrete · Everyday, not technical · Rated G