FUBU is an influential company for entrepreneurs across the world and defines the saying “rags to riches”. Daymond John had a dream to create FUBU into one of the worlds most iconic clothing brands of all time. Growing up in the influential hip-hop community of Hollis, Queens; Daymond knew he needed to associate his clothing with the rising hip-hop scene around him.
Daymond started making tie-top hats for himself and his friends and realized the massive void in the market for clothing for Hispanic and African American men. His tie-top hats became a success in the neighbourhood and he quickly knew he needed to seize the opportunity he had in front of him and he established FUBU.
FUBU was absorbing almost all of Daymond’s time and money and Daymond knew he had to take a risk if he wanted FUBU to expand any further. The house he and his mother collectively owned was mortgaged and he quit his full-time job serving tables at Red Lobster so Daymond could begin to focus all of his attention on expanding the FUBU brand.
Daymond knew the importance of FUBU’s connection with hip-hop and he was able to convince LL Cool J to promote FUBU in videos and interviews. This was a huge break for FUBU and it quickly expanded into a nationally prominent company, recording annual sales of $350 million sales.
