From $40 To Global Brand: Daymond John turns side hustle into FUBU empire; family and hip-hop drive rise

Times of India - Oct 16, 2026

Daymond John started FUBU with a small investment and his mother's support in the early 1990s. He sold handmade hats in Queens and quickly generated significant sales, showing demand for the brand. After facing multiple rejections from banks, his mother provided financial backing through a second mortgage. Collaborating with musicians like LL Cool J helped boost the brand's visibility and credibility.

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