"It's great to be back as a partner in the FUBU family," says Robert Choueke, chief executive officer, Ruby International. "I am sure that we will be reaching new heights of success. Our collections will be the leading edge in the fashion industry."
Channels of distribution will include both specialty stores and e-commerce, including both Amazon and Fubu.com. The Brand Liaison created the FUBU x Ruby license as licensing agent for FUBU.
"We are happy going back to the future since Ruby was one of our top partners in the peak days of FUBU," says Daymond John, chief executive officer, FUBU. "We have changed our focus from collaborations and limited edition releases back to traditional licensing, and we are proud to have Ruby International back as atrusted and reliable partner."
Many of the new FUBU design elements will promote social justice and equality, with FUBU a proponent of the Black Lives Matter movement.
"FUBU remains an active voice for the Black community and the culture and will continue to be a beacon for equality and human rights for all," says J. Alexander Martin, co-founder, creative director and executive vice president, FUBU.
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