Word: playaz
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Dates: during 1998-1998
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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...
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