00076 082dbfd8dee8bf8f4c7ad5ea6 (2)

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.H I P H O P M AT T E R Ssurrendering his dream was never a real option.Realizing they hadfar more to gain than to lose, the other three men decided to jumponboard.And so it was that Team FUBU, as the four men began call-ing themselves, came together to start their own design house.Daymond’s mom, an American Airlines employee, let them set upshop in the basement of her home in Hollis, a working-class neigh-borhood in Queens.Later, she allowed her son to take out a $100,000mortgage on the home to provide start-up funds.With sewing ma-chines stationed throughout the house, they hired friends and ac-quaintances to help them keep up with a rising workload.One day in the middle of cutting, sewing, brainstorming, and dreaming outloud, they began to think about a company name.According to Day-mond, the group “wanted to come up with an acronym meaningsomething.It had to be a name, a name that you hadn’t heard before, but a name that you would definitely remember.You didn’t know if it was Italian or Japanese or American.So that’s how we came up withthe name.”They agreed on FUBU, which was short for “For Us, By Us.” Thename symbolized hip hop’s commitment to its urban origins andcultural roots.As the company’s visibility grew and its customer base expanded well beyond young, black men, the name posed a slightdilemma for Team FUBU.Like the movement, in general, FUBUfaced the problem of balancing its fidelity to urban street culture with carefully managing its appeal to suburban white youths.Team FUBU was smart, industrious, and passionate.Each mem-ber possessed particular sets of skills, which as a whole drove the brand toward great growth.Daymond was widely regarded as the leaderand visionary figure of the group.Carl directed his talents toward expanding the FUBU brand beyond retail, scouting out opportunitiesin the entertainment media.J.Alexander, a former Navy radioman in the Gulf War, had gone to design school at New York’s Fashion Insti-tute of Technology and developed a finely tuned antenna for fashion trends.Keith Perrin was savvy in the ways of product placementand business management.Despite their varied talents, education,68 [ Pobierz całość w formacie PDF ]

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