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New York Fashion Week - Street Style - Day 3

Source: Matthew Sperzel / Getty

Before streetwear became a “trend,” there was FUBU — clothes for us, by us. And guess what? The clothing line has recently made its way back into our hearts with a relaunch, exclusively being sold at Century 21. The capsule collection, called “Can’t Resist A Classic,” includes 10 classic-inspired styles based from over 25 years ago, according to a press release.

“Century 21 is so excited to be a part of this next chapter in the FUBU brand story,” said CMO Michael Wolkoff. “It is our passion to bring our loyal shoppers access to the iconic brands they love and this capsule definitely fits the bill. We can’t wait for original fans of the brand to line up as well as the next generation of shoppers to discover it in our store.”

The brand, heavily impacted by hip-hop culture, was originally founded in 1992 by Daymond John, Keith Perrin, J. Alexander Martin, and Carl Brown. After some time, the business that started with only $40 in assets, grew into a $6 billion fashion empire. The clothing line declined in sales due to some less than stellar business decisions and eventually decided to abandon U.S. markets, according to Blavity.

Even John spoke briefly about what he learned from his early business venture, especially experimenting with the “Goodlife Album”: “At the time, we had everything going for us, and #FUBU was hotter than ever,” said John. “So we decided to launch an album with the different artists we were working with, a great idea right? We even sold half a million units, but we didn’t know the business we were entering and spent 5 million dollars creating it. We didn’t have a strong business model and strategic goals set to drive the profit.”

Over the last few years, FUBU has collaborated with brands and retailers including Puma, Pyer Moss, and Urban Outfitters in the past, reports Complex. Check out some of the staple pieces from the line:



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