, 2022-11-18 19:56:47,
When Antoine Grégory was younger, he owned a red, white, and blue ombre FUBU tracksuit that he wore all the time. Back then he didn’t know that the brand’s name, which stands for “For Us, By Us,” would be a guiding mantra for him. When he launched Black Fashion Fair in 2020, he felt there wasn’t enough focus on Black designers and brands like FUBU. So he introduced a curated marketplace and a digital library that features Black brands.
He also didn’t know he would officially design for the brand, but that’s exactly what he’s doing with his FUBU ARCHIVE Curated by Black Fashion Fair capsule collection that will be available to shop today on BlackFashionFair.org.
“It feels like you innately have some attachment to it. It just feels like it’s yours,” says Grégory about FUBU. “And I think that’s what I’ve always appreciated about the brand is that it did feel like it was for us. But it’s so interesting because when we were on set, the model was like, ‘I had no idea FUBU stood for ‘For Us, By Us.’’ And this collaboration will help introduce the brand to a whole new generation in a whole new way.”
Grégory did extensive archival research, looking at old images of FUBU product and reimagining it for today, but without veering too far off from the brand’s ethos. He discovered a FUBU monogram logo he wasn’t familiar with and used it throughout the collection, placing it on hoodies along with T-shirts and…
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