Carlton Brown Talks FUBU, Legacy, and What’s Next

FUBU has always been more than just a clothing brand. It represents a mindset, a movement, and a blueprint for turning vision into reality against the odds. At the center of that legacy is Carlton Brown, whose journey reflects the grit, creativity, and long-term vision that helped shape the brand into a global force.

From humble beginnings rooted in culture and community to leading the company as President, Brown’s story is one of persistence and belief, even when the outcome wasn’t guaranteed. This conversation offers a candid look into his path, the challenges faced along the way, and the principles that continue to guide FUBU today, while also reminding consumers to be on the lookout for new FUBU drops on the horizon as the brand continues to evolve.

How did you get started with FUBU?

I started the company with Daymond. Wanting a particular hat turned into making the hat ourselves and selling them. Later, we thought of the name FUBU to brand the hats, and the rest is history.

What made FUBU different from other clothing brands back then?

We always took the extra step, design, quality, marketing ideas and execution, and thought much bigger than any current situation.

What was the hardest part of building the brand?

The early years, when it was hard to see a return on the work you’re putting in. Many days felt overwhelming, and some days you ask yourself, is it worth it?

Did you always believe FUBU would become this big?

I always felt FUBU had the potential to be big if a few opportunities fell in our direction.

How did music and hip-hop help grow the brand?

Music, especially hip-hop, was the single platform we had to get our products out for the public to see by leveraging our relationships with artists to wear our clothes in public and videos, and mention our brand name in the lyrics. No other platform had that kind of direct access to young consumers.

What does “For Us, By Us” mean to you today?

A product or service made for our community, just as good or better than competitors. Creating jobs and opportunities for people who would normally not get the opportunity to work in the fashion industry.vMade by four Black men, showing the world that we can do it too.

What’s one mistake you made that taught you a big lesson?

A handshake can be a good start to a deal, but no deal is complete until it’s in writing.

What advice would you give to someone trying to start their own brand?

Start it. Be passionate about it and consistent, even when you can’t see the end result. In most cases, it will take years before you gain solid momentum, so don’t put an expiration date on it. Stick to it. The biggest mistake I see new entrepreneurs make is trying to chase whatever the new thing is. It’s almost impossible to run a startup business if you’re easily distracted.

What are you working on now with FUBU?

I was appointed President of the company in the past two years. You will start seeing new products in stores as soon as today. We have beautiful, affordable clothes, as well as reintroducing our Platinum FUBU line, which will be much more upscale, with limited amounts only available on our website and a few choice retail locations.

We also design and manufacture medical scrubs, men’s underwear, socks, and bedding, and are opening new territories such as Japan, Australia, and the Philippines. We are also working on Europe and Africa.

What do you want people to remember about your work and the brand?

We feel our brand represents our community. We always want our brand to provide a level of pride to the people who see our brand in the market. We want them to know the story behind the brand and have the belief in their hearts and minds that they can do it as well.

For more insights from Carlton Brown and the story behind FUBU, check out the exclusive interview on Drink Champs: https://youtu.be/mQhnDu5yudw?si=sXk0pwsExcPL2RmDIt’ a must-watch for fans, entrepreneurs, and anyone inspired by a brand built “For Us, By Us.”

www.Fubu.com