New York, NY —  Following the recent launch of the new Fubu.com with master apparel partner Amrapur Overseas, FUBU has now re-connected with licensee Ruby International to create a new updated program for FUBU men’s and boy’s loungewear, boxers and socks for North America.  Channels of distribution will include both specialty stores and e commerce, including both Amazon and Fubu.com

“We are happy going back to the future since Ruby was one of our top partners in the peak days of FUBU.”  Explained Daymond John,  “We have changed our focus from collaborations and limited edition releases back to traditional licensing, and we are proud to have Ruby International back as a trusted and reliable partner.”

Robert Choueke, CEO of Ruby International said, “It’s great to be back as a partner in the FUBU family. I am sure that we will be reaching new heights of success.  Our collections will be the leading edge in the fashion industry”.

Riding on the massive success of the 90’s and early 20’s, FUBU is currently enjoying a renewed enthusiasm for the brand due to the renaissance of nostalgic brands and the link to the social movements of 2020 including the Black Lives Matter.  FUBU is currently trending on Twitter with millions of people globally. Daymond John and all 4 of the brand’s original founders, often reminisce about the classic brand. They are proud the important moments in FUBU’s history and the impact that FUBU has had in their lives today.  Many of the new FUBU design elements, will promote social justice and equality.

“FUBU remains an active voice for the Black community and the culture and will continue to be a beacon for equality and human rights for all.” explained co-founder and Executive Vice President J. Alexander Martin who remains Creative Director and oversees all aspects of design.

FUBU, ( “For Us, By Us”) was founded by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, and originated as a hat company based in Hollis, Queens, NY. In 1992, the founders, with the help of their neighbors, changed Daymond’s home into a factory for what they called, “TEAM FUBU.” FUBU became a fashion staple of the 90s, forever changing the course of American fashion and solidifying its place in history

The FUBU x Ruby license was created by The Brand Liaison as licensing agent for FUBU.  To learn more about FUBU licensing, visit The Brand Liaison at www.TheBrandLiaison.com or email Karen@TheBrandLiaison.com.

About FUBU

FOR US, BY US…FOREVER What began as a “bunch of hats” made by Daymond John and his close friends in Hollis, Queens have turned the partners of FUBU into leaders of one of the most successful lifestyle brands of all time and the creators of an entire category of marketing innovations that are now considered to be staples of industry.  The earliest collection consisted of a small line of tops and hats with the FUBU logo. By 1995, an extensive sportswear line was designed and produced by FUBU, using raw materials imported from around the world. With the success of the collection, distributors and investors came calling. At its peak in 1998, FUBU grossed over $350 million in annual worldwide sales. Over the next two decades, FUBU has received several honors for their entrepreneurial achievements. These include two Congressional Awards, two NAACP Awards, the Pratt Institute Award, the Christopher Wallace Award, the Online Hip Hop Award and a Citation of Honor from the Queens Borough  President.  To date, over 5,000 stores have carried the FUBU collection and more than $6 billion in merchandise has been sold at retail.

About Ruby International:

Ruby International grew exponentially the moment that they linked up with FUBU in the 1990’s.  Since then, they have continued to distribute their collections throughout North America. They are confident that re-connecting with the FUBU team will be a success.

About The Brand Liaison:

The Brand Liaison is a boutique licensing agency focused on creating new revenue streams for our clients through licensing, strategic partnerships and other brand extension programs.  For licensors, our goal is to commercialize opportunities that will extend our clients’ brands into cohesive product categories to maximize their licensing potential.  For manufacturers, we assist in acquiring brands and developing strong licensing programs in order to create long term retail success.  In each case, we work closely with our clients to ensure that our brand extension activities compliment the strategic goals and objectives of each client and brand that we represent.  http://thebrandliaison.com