Founding FUBU

By: Daymond John

Narrated by: Daymond John

Do you remember the wild ride that was the '90s? With the decade that brought so many landmark cultural moments came the explosion of hip-hop. No one could have foreseen that when this disruptive and transcendent music drew in a young boy from Hollis, Queens, the fashion world would be forever changed.

As a teen, Daymond John immersed himself in the burgeoning rap scene and quickly started to recognize that the people in the hip-hop community were being ignored and even looked down upon by major players in the fashion industry. Frustrated with this disconnect and passionate about the hip-hop community and culture, John and three of his best childhood friends started the iconic fashion label FUBU (For Us By Us) in John’s mother’s home in Queens. Trained in the school of New York City street life, these young men would experience a meteoric rise, eventually growing FUBU into a six-billion-dollar brand that dressed everyone from LL Cool J to NSYNC. More importantly, FUBU became an unstoppable cultural movement and a symbol of empowerment for entrepreneurs that endures today.

Steeped in '90s nostalgia, this memoir takes you through John’s childhood to the making of his moguldom, without neglecting the missteps that the founders took along the way. For the first time, John shares epic, behind-the-scenes tales from the FUBU empire, featuring shocking stories of organized crime, wild nights with public figures, and heartfelt testimonials from Rev Run, Ice T, Steve Harvey, Tiffany Haddish, and Joey Fatone about FUBU’s enduring power and what it means to them. The original score from award-winning composer Gary Gunn will transport you back to an era whose music forever changed our culture.

Founding FUBU is an utterly American dream come to life on the streets of New York.

©2021 Display of Power Publishing, Inc. (P)2021 Audible Originals, LLC.

Love when I learn the background…

Love when I learn the background of a public figure. Super happy Daymond John actually read his own book! Love his humor and stories. Some are just wild! I never knew the real/ deeper meaning of FUBU until now. Still a cool brand and legacy! Thank you.

Great story

this man WORKED to get where he is. this is another great story of rising above the challenges one is born into. a story only possible in a FREEDOM based country.

Informative, Inspirational, and Entertaining

I thought this was a very interesting read but some of the stores were a little hard to follow. Really cool book with a ton of stories.

Founding Fubu

This is a really good listen to!!! I felt like I was sitting in Daymond’s living room as he was telling me stories! 5 stars!!

Interesting

I really didn’t want to take the time to listen to this. But I found it fascinating to hear what it took to get FUBU off the ground. The sacrifice, hard work and just plain good luck. Best in the future!

Fascinating Story

I have such respect for Daymond John after listening to his story. A hard worker all the way. Brilliant entrepreneur! A truly amazing life and legacy.

Limited details but got the point across

Just thought the story was a bit all over the place. Was hoping for more detail inside Daymond John's head and perhaps the understandings of how he learned and interpreted how to start a business.

A relatable, nostalgic fashion era story.

When this book popped up as an alert for my recommended reading. I bought it immediately knowing that before the week was over, I would have had a trip down one of those relatable eras of my youth, centered around the fashion, music, music videos and movies of the day.

It was all that and some but as all good things...I felt it was a bit too short.

I also appreciated the insight into the life among industry and business 'sharks'.

I recommend it for easy listening and a nostalgic trip through the late 80's, early 90's fashion that was for us, by us!

Love Daymond

Daymond is a great storyteller. This isn't a book reading it is story time. Interesting. Inspiring. Entertaining.

Great Back Story

It was incredibly interesting hearing this FUBU back story. It's funny and inspirational taking this journey to the 90s and considering Daymond John's overall success.