FUBU Wants New Generation to Embrace the Brand With Black Fashion Fair Archive Collection

FUBU is looking to reach a younger generation of culture shifters with the release of its capsule collection.

The iconic “For Us By Us” line has partnered with Black Fashion Fair for a limited edition archive collection release that puts a high-end spin on this urban classic. Black Fashion Fair founder Antoine Grégory remembers growing up wearing the classic red, white, and blue ombre FUBU tracksuit. This 90s staple would later motivate him to launch his style marketplace in 2020, which allowed him to showcase Black-owned brands.

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“And I think that’s what I’ve always appreciated about the brand is that it did feel like it was for us,” Grégory said.

The collaboration commemorates FUBU’s 30th anniversary with 36-pieces, each of which incorporates a luxury spin. Grégory takes the classic FUBU logo and remixes it to a script font that now adorns oversized hoop earrings, hoodies, dresses, and tanks.

While this partnership with the Black Fashion Fair may be geared toward the younger generation, FUBU has been working on revamping the brand by collaborating with other big companies. They launched a successful capsule with Forever 21 that brought the 90’s feel to stores nationwide and online. They’ve also locked in a deal with Marvel to carry customized Wakanda Forever gear. Additionally, founders Daymond John, Keith Perrin, J. Alexander Martin, and Carl Brown launched the For Us By Us Network, a platform that showcases Black and brown content.

Prices for the FUBU Archive Collection begin at $90 and will go as high as $292. Customers can now grab these limited items at blackfashionfair.org, but there is no guarantee they will be restocked.