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FUBU Is Back With A Relaunch Of The Iconic Fashion Brand

FUBU is back with a streetwear capsule available exclusively at Century 21.

As the first product created under FUBU’s “Can’t Resist a Classic” campaign, the capsule references the brand’s ‘90s-era styles, offering 10 pieces based on the classics that helped to crystallize streetwear’s signature staples. The collection includes sweatshirts and long- and short-sleeve T-shirts in the brand’s trademark reds and blues as well as more neutral colors. Some pieces are emblazoned with “Bronx” and “Brooklyn,” spotlighting the brand’s New York City heritage.

FUBU was once carried in 5,000 stores around the globe during its heyday in the 1990s, said the brand’s vice president Keith Perrin, but today, selling through e-commerce and with “strategic partners” makes more sense.

“When the idea came up about reemerging our brand, we felt Century 21’s downtown location was the best fit—if you’re developing a relationship with a brick-and-mortar store you couldn’t ask for a better partner to reach diverse consumers,” Perrin explained. “Century 21 has always been the place to find premium clothes at a good price.”

The streetwear label grew into a $6 billion brand from its humble start in 1992 by four friends in Queens: Shark Tank investor Daymond John, Perrin, and Carlton E. Brown and J. Alexander Martin.

“Century 21 is so excited to be a part of this next chapter in the FUBU brand story,” said Michael Wolkoff, the department store’s CMO. “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 new FUBU capsule comes as streetwear is dominating the style scene and wielding outsize influence on luxury, which spawned endless high-low collabs in recent years. Shoppers can find items from the capsule inside the Next Century department of Century 21 stores or on the chain’s website.



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