FUBU MAKES COMEBACK WITH NEW CENTURY 21 COLLABORATION
Century 21 Stores has announced an exclusive collaboration with FUBU, a leading sportswear brand of the ’90s. The capsule collection will introduce 10 styles based on classic pieces that redefined streetwear over 25 years ago.
Founded in 1992 by four neighborhood friends from Queens, New York trying to make quick cash by selling tie-top hats to their friends and family, FUBU quickly grew from a shoestring budget of $40 into a $6 billion fashion empire. In 2017, FUBU celebrated the brand’s 25th anniversary with a highly coveted capsule collection revisiting the classics with plans to introduce larger collections and more collaborations in the near future.
The Century 21 capsule will be the first debut of new product from the FUBU “Can’t Resist a Classic” campaign. It’s no coincidence that the iconic retailer was chosen as the brand continues to challenge retail boundaries and invest in its consumers’ wants and needs similar to the FUBU ethos. The melding of these two fashion giants has resulted in a capsule collection of iconic FUBU staples with a nod to their collective New York roots.
“Century 21 is so excited to be a part of this next chapter in the FUBU brand story,” said CMO Michael Wolkoff. “It is our passion to bring our loyal shoppers access to the iconic brands they love and this capsule definitely fits the bill. We can’t wait for original fans of the brand to line up as well as the next generation of shoppers to discover it in our store.”
“We were in over 5,000 doors globally in the 90’s and today we are taking the e-commerce business model route and collaborating with strategic partners that are a natural fit,” added Keith Perrin, vice president of FUBU. “When the idea came up about reemerging our brand, we felt Century 21’s downtown location was the best fit—if you’re developing a relationship with a brick-and-mortar store you couldn’t ask for a better partner to reach diverse consumers. Century 21 has always been the place to find premium clothes at a good price. Century 21 is just a great overall retail partner.”
On Friday, March 1, FUBU and Century 21 kicked things off with an exclusive meet and greet at Next Century, located within Century 21’s Downtown Manhattan store at 21 Dey Street. The first 100 shoppers to make a FUBU purchase that afternoon had the chance to meet FUBU founders, Daymond John, Keith Perrin, J. Alexander Martin and Carl Brown.
The collection is now available while supplies last exclusively at Next Century and online.
