FUBU is an American urban apparel brand founded in 1992 that popularized the motto “For Us, By Us” with culturally rooted streetwear, high-profile celebrity endorsements, and broad retail distribution. Distinguished as a pioneering Black-owned label in 1990s–2000s hip-hop fashion, FUBU is notable for building identity-driven clothing for an underserved market and later evolving into a recognized legacy name in contemporary streetwear.
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