In 1992, four friends from Hollis, Queens came together with one vision — to defy the odds and create a line of sportswear made by the people who wore it — for us, by us. The brand they started launched the streetwear industry we know today. In 2020, FUBU returns to its roots, launching a new collection that combines the contemporary and the classic.
What is streetwear culture? There is no simple way to describe it because it is ever-changing and evolving. But if there was one word that captured the many distinct varieties and identities of streetwear culture, it would be ‘rebellion’. It goes against the mainstream, against the establishment.