One of hip-hop’s most beloved fashion labels is celebrating its 30th anniversary with a fusion of tradition and modernity. Founded in 1992 by Daymond John, Keith Perrin, J. Alexander Martin and Carl Brown, FUBU has greatly shaped hip-hop fashion by becoming the voice of black culture and inspiring a wealth of talent. FUBU has hired Black Fashion Fair founder Antoine Gregory to design a collection inspired by his archives. Gregory didn’t know the brand’s name when he was young, and “For Us, By Us” meant his guiding slogan.
By reimagining the brand, pieces such as the red and black tracksuit feature a revamped scripted logo, extending the brand’s reach to a contemporary audience. Still, the power of history seeps through the pores of FUBU. Gregory is determined to connect black consumers with black-made clothing while staying true to the revolutionary sentiment that made FUBU one of fashion’s first streetwear powerhouses.
In recent years, FUBU has partnered with retailers such as Urban Outfitters, Century 21, Forever 21 and Puma. This collaboration with Black Fashion Fair sees the brand through a more tasteful and curated lens than ever before. The ad, shot by Ahmad Barber and Donté Maurice, also known as AB+DM Studio, marks the debut of a new visual language. The recent reveal, coupled with the brand’s recognizable gifts, celebrates how FUBU is coming back in a new way.
Time has shown that many of the solidarity promises made by brands big and small have proven to be empty promises rooted in show support. Gregory knew that with FUBU, things were different. He said: “My goal is to elevate Blackness in fashion. The story of FUBU has enriched our culture deeply. Telling this story is necessary to the legacy that Black Fashion Fair is creating.” Black Fashion Fair is A space where people can witness their contributions to art and culture. The collection retails from $90 to $292. The first half of the 14-piece collection is available now. A second installment will launch later this year to demonstrate FUBU’s contribution to black fashion and culture.