New York-based FUBU has linked on a capsule collection of classics exclusive to the City’s legendary Century 21 department store. Appropriately called “Can’t Resist a Classic,” the collection includes embroidered hoodies, t-shirts and caps.
Founded in 1992 in in the Hollis, Queens home of Daymond John with his friends J. Alexander Martin, Keith Perrin, and Carlton Brown, FUBU was part of a movement of urban brands that saw explosive growth throughout the ’90s, but stumbled in the early aughts when trends shifted and big accounts like Macy’s abandoned them. At its peak in 1998, FUBU registered over $350 million in worldwide sales.
While FUBU’s sales sagged, the brand never completely disappeared and the original founders are still involved with the brand. In recent years, the brand has collaborated with Puma, Pyer Moss, Ebbet Field Flannels and Urban Outfitters.
FUBU’s capsule launched March 1, 2019 and is available on c21.stores.com and at Next Century, a boutique shop located in Forever 21’s downtown Manhattan location at 21 Dey Street.