FUBU is a clothing and accessories company that was founded by Daymond John in 1992. The name FUBU is actually an acronym that means 'For Us, By Us'. Initially, the company sold a line of hats made from Daymond John's own home. He mortgaged his home for $100,000 and with his three other friends, Carl Brown, J. Alexander Martin, and Keith Perrin. He turned his house into a factory and a living space. http://www.snopes.com/business/names/fubu.asp

FUBU’s target customer base was urban black also known as inner city youth. Their choice of a name and what it meant raised a controversy even though the choice was meant as a positive statement many considered it to be a position of racism because they did not target any other groups that might have been interested in the clothing, they have insisted they are not purposely targeting their marketing at one group their statement is that they were unaware that other groups were interested in that style of clothing. http://www.snopes.com/business/names/fubu.asp

Samsung, a South Korean Company became an investor in this New York-based clothing company based on its initial track record. FUBU has received many achievements over the years and grossed over $350 million dollars in annual worldwide sales in its peak year.

In 2010 the company is staging a return to the US market as FB Legacy. While ending its hiatus the company is revamping its image but retaining its do black male youth between the ages of 15 and 25. Another change is the revamping of its slogan, going from “For Us By US” to “Trend is Short, Style is forever”. http://www.examiner.com/x-27504-Milwaukee-HipHop-Scene-Examiner~y2010m3d23-Fubu-makes-a-return-to-the-fashion-industry

The FUBU collection consists of denim jeans, t-shirts, rugby shirts as well as football and hockey jerseys. They also market baseball caps, shoes and other accessories. Recently, they have expanded to include footwear both for men and women, intimate apparel, watches, swimwear, suits and tuxedos. The Platinum FUBU consists of Fat Albert and Harlem Globetrotters clothing lines. The new line will include a new line of fashionable sportswear for the modern man that they have designed to compliment any wardrobe style. http://www.atlantapost.com/2010/03/fubu-repositions-u-s-brand-as-fb-legacy/

• Two Congressional Awards

• Two NAACP Awards

• Pratt Institute Award

• Christopher Wallace Award

• Online Hip-hop Award

• A Citation of Honor from the Queen Borough President.

Daymond John, together with a small group of designers are the ones responsible for the output or merchandise they release. FUBU bases their designs on by researching youth trends.