The FUBU-lous Daymond John

Young or old, one thing we all associate with the ’90s is ghetto-looking clothing. Thank Daymond John for that.

Muhammad Ali once said his fights were won not under the lights of the ring, but in the countless hours spent preparing for battle. The same applies for John, whose estimated worth has been valued at between US $250 and $300 million. It is remarkable to think that the John we see today on ABC’s Shark Tank is the same one who was working full-time at Red Lobster and raised by a single mother in the streets of Queens.

Daymond John first photo

What John lacked in financial power though, he made up for in fashion nous. At the time, urban streetwear wasn’t deemed to be fashionable like it is now. It was quite the opposite — designers were repulsed by the thought of rappers wearing their clothing.

On the other hand, ‘90s rappers flicked a creative switch in John’s mind for two reasons: 1) like any other artists, rappers were walking billboards, and 2) rap music was at its zenith in the ‘90s, meaning more rappers would equate to more product exposure. So it was only fitting that John named his product after the culture he and his friends were trying to endorse — For Us, By Us.

All they needed was a rapper.

Daymond John (centre) with LL Cool J (right).
Daymond John (centre) with LL Cool J (right).

 

You’d think this would be the hardest part, however it was anything but. In a stroke of fortune, John happened to grow up on the same street as childhood friend LL Cool J. Following LL Cool J wearing one of John’s FUBU hats, the friends from Queens were inundated in more than US $300,000 in pre-orders. Where were these FUBU’s hats made, you ask? In the house John and his mother lived in, using her sewing machine…

In every business venture, there is a defining moment that results in enviable success or abysmal failure. John was at a crossroads. While demand for his products was high, it was hard to predict whether this would continue. This meant he had to decide whether to take a leap of faith and fully commit to FUBU, or pack it all up.

Image Credit: dujour
Image Credit: DUJOUR

 

And so, in trademark Daymond John fashion, he and his mother sold the house they co-owned to raise the US $100,000 needed for venture capital.

Following this risk, a string of consecutive factors catapulted John’s brand into more than just a boutique label. Firstly, after a steady rise, FUBU gained the attention of South Korean giant, Samsung. In 1998, the company took control of FUBU’s distribution, allowing rapid mass production on a global scale. By the end of the year, FUBU had their clothes sold in more than 100 Macy’s stores and 300 J.C. Penney branches throughout the United States.

More success was on the horizon.

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In 1999, John experienced his biggest breakthrough since LL Cool J first decided to wear a FUBU hat — the brand signed a licensing deal with the NBA. Thereafter, more than 35 pieces of official NBA sportswear had both the NBA and FUBU logos, adding legitimacy and exposure to John’s label.

Retro FUBU advertisement showcasing their sportswear.
Retro FUBU advertisement showcasing their sportswear.

It is now 2015 and John is showing no signs of slowing down. He has authored two best-selling books (Display of Power and The Brand Within) and a third, The Power of Broke is due to be released next January. John’s strategy company, Shark Branding, boasts clients that include Pitbull, Lil Jon and Google+. In May this year, John was one of nine business founders named by President Obama as presidential ambassadors for global entrepreneurship.

Who knew a sewing machine and unwavering commitment could lead to so much.