Fubu, which stands for For Us By Us, is a $400 million business that started in the US and has become one of the world’s hottest, most sought-after urban and sportswear brands in the $5-billion urban clothing market. Its colorful, flamboyant lines are deeply rooted in hip-hop culture and every piece whether it be a shirt, cap or pair of jeans, is made to emphasize extreme individuality and self-expression. The local hip-hop crowd and the trendy sports enthusiasts who go for casual togs can now rejoice.
In a recent press launch, Fubu Philippines executives led by GM Nick Tuason carefully handpicked a few of the more popular idols from the 2001 UAAP champion team, the La Salle Green Archers, to hit the ramp and strut their stuffâ€â€Fubu stuff, that is. Fully clad in Fubu from head to toe, these basketball superstars  3-point shooter Alvin Castro, 2001 Rookie of the Year Mark Cardona, hunky forward Willy Wilson and towering center Carlo Sharma  proved to the adoring crowd their flair for such off-beat fashion off the court.
The guys, all in their early twenties, personify the unmistakable FUBU attitude and represent the stylish Fubu generation.
Fubu has already invaded our shores with a string of new outlet stores, the first of which, is at the Powerplant Mall at Rockwell, Makati.