Young Businessmen Score With "For Us By Us" Clothing Line

Ebony, Oct, 1999 by Kevin Chappell

For the next six months, the four founders received a crash course in running a clothing factory. "We would bum fabrics in the backyard," Perrin says. "We had big dumpsters back there. We broke every fire code there was."

Meanwhile, about 20 companies answered FUBU's ad seeking funding. The best deal came from Samsung America, one of the word's largest distributors. "That was in 1995. It took about two more years for everybody to know us," John says. "Once we started working with Samsung, and we were on that level, retailers knew we were for real."

One retailer that took the four seriously was Macy's, which saw FUBU as a chance to tap into the urban mens-wear market which, at the time, was dominated by local "street" stores. In 1996, FUBU became the first African American designer to have its own display window in Macy's famed New York City store.

For the first four years, Brown says they pumped virtually every penny they made back into the business. "We'd just do it and wouldn't even notice that we were working for no money," he says. "After a while it was just fun. We were going to expos, We were flying around. We were consumed trying to make our dream a reality. We were caught up in it so much, it just wasn't an option to stop. You worked so hard at it because you wanted it to become something."

What FUBU has become is a fashion statement that crossed every social, economic and geographic boundary, and shattered the myth that Black designers don't sell well outside of the 'hood. In fact, White suburban teenagers are now one of the company's fastest growing consumer segments. "We're not necessarily chasing that dollar," John says. "But if they want to support us, then we appreciate it."

FUBU's tremendous success has only intensified the work schedule for the four founders. Their typical day now consists of arriving at the office by 10 a.m., making their rounds to a dozen or so meetings with manufacturers, sales teams, the public relations staff and licensees. "in one day, we make about 100 different decisions," John says. "We get calls from stylists for videos and photo shoots, will have people bringing in new fabrics. We're really busy until 5 or 6 o'clock."

After work, they usually have dinner with a client, friend or industry person, then it's time to hit New York City's party circuit to network and keep in touch with the latest trends. "You're lucky to get home by 2 a.m.," John says. "Then the weekend is usually spent flying to either a charity event or to visit a store."

For FUBU, the possibilities are endless. In addition to rolling out new product lines, like footwear, eyewear, swimwear, loungewear and a stat collection, the company plans to open 30 FUBU stores in the fall, and about 100 worldwide in the next five years. The first in the United States is planned for New York City. Then there's the FUBU perfume, the new line of FUBU NBA apparel, the FUBU racing team, and even talk of FUBU entertainment ventures.

While Brown is the only founder who is married, three of them have children. They all hope to eventually pass the business on to their offspring. In the meantime, they say, they will remain the same guys they've always been. "Our company has changed, but we're the same people," John says. "We are not necessarily doing this for money, but for the independence, to be able to choose our own destiny. A lot of people have jobs that they have to go to but don't necessarily love, or even like. So to get up every day and be inspired to go to work is a blessing."