For Us, By Us. Who else was excited when the FUBU brand launched? The 90’s era birthed a lot of creative fashion ventures for people of color. Hip Hop was in it’s purest form and it left black designers inspired. Brands like Enyce, Ecko, Phat Farm, Karl Kani, Sean John, Fetish, and Baby Phat were staples in the urban community. As a kid, FUBU was my luxury brand. Knowing that the brand is relaunching with a capsule collection with Century 21 brings a sense of nostalgia.
With the recent turmoil that luxury brands are going through due to their lack of cultural understanding, the FUBU launch couldn’t have come at a better time. The name of their capsule collection with Century 21 is called, “Can’t Resist A Classic.” The truth is, you can’t! This time around, the streetwear brand wants to expand beyond clothes. Their goal is to have FUBU hotels, Radio, TV as well as a women’s collection, underwear and eyewear. Essentially, they’re spearheading a lifestyle brand that is made for us, by us. How will they get that done? Create a demand for the current collection, Can’t Resist A Classic.
This is so important. The biggest way to stand up to luxury brands is to create our own luxury brands. FUBU’s relaunch gives us another avenue to show the power of our dollar. How amazing would it be to see black celebrities walk the red carpet in FUBU couture? Things like that can’t happen unless we exercise our purchasing power. Time for us to represent a brand that’s for the culture.
The Can’t Resist A Classic Capsule collection is available for purchase at the Century 21 store in lower Manhattan. If the demand is big enough, they will expand to other stores. I’m excited to see this brand be revived. What do you think? Will you be shopping the “Can’t Resist a Classic” collection?