Fragrance house

FUBU

FUBU was founded in 1992 in Hollis, Queens, by Daymond John, Keith Perrin, J. Alexander Martin, and Carl Brown. Its name, “For Us By Us,” expressed the founders’ aim to create clothing for themselves and for African-American youth connected to the brand’s culture. The label grew from a small line of logo-bearing hats and tops into an extensive sportswear range by 1995. Hip-hop became an important part of FUBU’s public creative identity, with rapper LL Cool J’s wearing of the clothing helping bring the brand national visibility. In November 1996, the founders and Alliance formed GTFM, Inc., transferring the founders’ rights in the FUBU trademark to the company; GTFM, LLC became the brand’s master licensee in 1998. In 2022, co-founder J. Alexander Martin launched a streaming network focused on culturally relevant Black and hip-hop-related content, extending the For Us By Us concept beyond apparel.