Fubu was “inescapable” in the ‘90s—and now they’re targeting Gen Z. 

Fubu was “inescapable” in the ‘90s—and now they’re targeting Gen Z. During the ‘90s, Fubu’s logo-heavy clothing were everywhere thanks to rappers like LL Cool J and Nas. Though their public profile “faded in the past decade,” the brand wants to reach today’s young shoppers through licensing deals and collaborations. Lil Nas X was recently spotted wearing a Fubu camo hoodie on Instagram, while NBA player Kyle Kuzma was seen at a game in one of their full corduroy sweatsuits. However, the rebirth of the brand started when their pieces began popping up on vintage shops and resale apps like Depop, which has over 5K pre-owned Fubu items for sale and during a peak in October of last year saw in-app searches for “Fubu” increase 60% prior to the months before. And following the Black Lives Matter protests last summer, their sales “doubled each month” for six months straight as young consumers looked to support more Black-owned businesses. (WSJ)