Word: fubu
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Dates: during 1998-1998
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Even with all of that, there is a point in the movie where even a perfect world becomes too much too take. Near the end a black man dressed in street clothes, in a skull cap no less, looking like something out of a FuBu ad walks out onto the street and catches a cab in New York City's financial district, in two seconds by simply raising his hand. He didn't even have to lay down in front of the cars or do other passive-aggressive things to get into the cab. Nothing after this was believable, because...
Boutique labels like FUBU, Naughty Gear, Phat Farm, Pure Playaz, UB Tuff and Wu-Wear can legitimately claim--as they do, over and over--closer connection with street fashion than Hilfiger has, even though their clothes look a lot like his. But that street cred, along with their funky logos, is helping them gain ground. FUBU, which means "for us, by us," began in 1992 when Daymond John, at 24, started selling tie-top hats on the streets of New York City. The hats caught on, so he drew up some ideas for coats and shirts and asked...
Even more than hard work, luck or an agreeable mom, FUBU's success was due to a strategy straight from Phil Knight's playbook: it got the ubiquitous LL Cool J to sign an endorsement deal. The trick to hip-hop-fashion money, even more than offering slick styles, is somehow to get a rapper--preferably one on heavy rotation on MTV--to wear your stuff. Dr. Dre is dipped in Karl Kani, Mase gets giggy in Mecca, and Busta Rhymes is decked in Ecko. "Videos are hands down the best advertising you can have," says Mike Clark, the chief...
...staples like varsity jackets, pea coats, hooded sweatshirts ("hoodies") and ski caps ("skullies"). Wu- Wear is one of the first inner-city styles that actually look good on white kids. And, of course, it's white guys who make up a big hunk of the hip-hop clothing market. FUBU was surprised to learn that as fly as it may be, one of its top markets is Washington State. Even those who take their fashion tips from PBS are joining on: when LL Cool J appeared on the Charlie Rose Show wearing a FUBU T shirt, the company received phone...