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Atlanta Fashion Week, a celebration of culture, creativity, and style, welcomed one of the most iconic streetwear brands, FUBU, to its runway on October 5, 2024. The event highlighted FUBU’s enduring legacy in the fashion industry and its continued influence on urban fashion, solidifying its status as a cultural phenomenon. The event was covered by several media outlets, including us at SHEEN Magazine, which showcased the collection’s vibrant mix of streetwear and modern fashion.

A Look at FUBU’s Legacy

Founded in 1992 by Daymond John, FUBU, which stands for “For Us By Us,” quickly became a cultural phenomenon that transcended clothing. The brand emerged at a time when there was little representation for urban culture in fashion and aimed to create clothing that authentically reflected the experiences of African American communities. With innovative designs and strong endorsements from hip-hop legends like LL Cool J, FUBU became synonymous with ’90s street style and helped shape the fusion of music, fashion, and culture.

At its peak, FUBU earned over $350 million in annual revenue and was sold in over 75 countries. While the brand has evolved over the years, it continues to be a powerful symbol of entrepreneurial success and cultural representation in the fashion world.

FUBU at Atlanta Fashion Week 2024

FUBU’s presentation at Atlanta Fashion Week 2024 captured the essence of its roots while incorporating contemporary trends that resonate with today’s fashion-forward audience. The collection featured a blend of classic designs, including oversized jackets, bold logos, and vibrant colors, alongside modern interpretations that brought fresh energy to the runway. The homage to hip-hop culture was evident, with models wearing pieces inspired by the brand’s original aesthetic but updated with sleek lines and sustainable materials.

In reflecting on FUBU’s journey and its presence at Atlanta Fashion Week, co-founder Carlton Brown shared, “FUBU has always been about more than just clothing—it’s about representing a culture, a movement, and a mindset. Atlanta Fashion Week gives us the perfect platform to not only celebrate our roots but also to showcase how the brand continues to evolve while staying true to the communities that built it.”

Co-founder J. Alexander Martin added, “FUBU has always been about empowering our community, and seeing it evolve while staying true to its roots is what keeps the brand alive.”

The presentation was a testament to FUBU’s lasting relevance and its ability to adapt to the ever-changing fashion landscape while remaining true to its core values.

Atlanta Fashion Week: Where Culture and Style Converge

Founded by Angela Watts, Atlanta Fashion Week has grown to become one of the most influential fashion events in the Southeast. Watts, a fashion and marketing expert, launched the event to provide a platform for diverse designers, models, and creatives to showcase their work in a city known for its cultural and artistic innovation. Over the years, Atlanta Fashion Week has attracted top designers, industry leaders, and influencers, helping to solidify Atlanta’s reputation as a fashion hub.

With FUBU’s participation this year, Atlanta Fashion Week continued to highlight the connection between fashion and culture, offering a dynamic space for both emerging and established brands to shine.

As FUBU closed out its presentation to roaring applause, it was clear that the brand remains a major force in the world of fashion. Its legacy of empowerment and authenticity continues to inspire new generations, making FUBU not just a brand, but a cultural movement.

 

Photography by Jevon Salnave

@wavyyboogz