00:09 Daymond John: My first start at FUBU because I felt that it was a market being neglected by other clothing companies.
00:15 John: But three years, I'm with FUBU and I had 10 T-shirts. For three years, I had 10 T-shirts. That's it. Not 10 styles, 10 T-shirts. And I went to every single video set I could and I sat there on that video set, and I would put it on a rapper, and he would do the video, and I'd take it back.
00:35 John: Oh, FUBU stood for 'For Us By Us', and a big misunderstanding was that 'For Us By Us' was only for a certain color. FUBU stood for people who loved the culture, they loved the fact that at that time, we had a young crazy heavyweight champion named Mike Tyson. We had this other guy, bald black guy, who used to dump this basketball with his tongue hanging all out, with the long shorts. Before that I remember that everybody used to wear their little tight booty shorts on basketball. So, we all love this hip-hop, this music and a lot of people don't know that the first places that FUBU sold were in Japan and in Seattle, Washington, and they weren't people of color. It was energized by a music and a generation that started with people of color, but when I first thought of FUBU because I felt that it was a market being neglected by other clothing companies. I wouldn't have put out a company with the same prejudice, so it was inclusive of everybody. So, FUBU was really closely attached to a culture, to music and that's how it spread around the world because one thing that all kids had in common was music.
01:35 John: I got three friends. Together we say, "Hey, you know what, we're gonna start making this company big." We need a face. We need our Michael Jordan of Nike. Who we're gonna get? We go over to our friend LL Cool J's house and we say, "L, you know everybody, you know the Fat Boys, you know Russell Simmons, you know Al B. Sure, Keith Sweat. Who can you talk to and give us a referral and say 'Hey man. These are my guys. They've been hooking me up.'" He said, "Listen man. You guys are local. You're probably never gonna get anywhere, but you know what, people around here will never ever let me down if I don't support you. I'm gonna do it, but if you ever get anywhere, make sure you take care of me." And I said, "No doubt." So took the picture and ran. We had created such a vacuum in the market that we were at $300,000 in orders. It hit me. "Oh, my god. I got 10 T-shirts now. I've got to make $300,000 in clothes."