In 1992, young entrepreneur and designer Daymond John founded the brand FUBU, which stands for ‰ÛÏFor Us, By Us.” FUBU pioneered the urban apparel market space in the fashion industry. Born February 23, 1969 in Brooklyn, NY, Daymond John grew up in Hollis, Queens, NY the birthplace of hip-hop music. He was continually surrounded by influential people and ideas that, combined with his creativity and entrepreneurial spirit, sparked the young man to create and sell affordable products representative of the urban hip-hop culture. Daymond learned to dream and work hard from his mother, a single parent who served as a flight attendant for American Airlines among multiple other jobs. Daymond’s mother played a key role in the development of FUBU by teaching her son to sew, mortgaging her home to pay for FUBU’s initial expenses, and even using the home as a makeshift factory for FUBU apparel.