Entrepreneur Daymond John and the FUBU brand have announced the signing of a new master apparel license for North America with denim and apparel manufacturer Amrapur Overseas. 

As part of the new license agreement, Amrapur has launched a new FUBU website with direct-to-consumer e-commerce products, as well as offering full collections of apparel and accessory products placement at major retailers in department stores, off-price and specialty channels. The new website, FUBU.com, showcases all-new collections of men’s and women’s apparel with a renewed sense of spirit, community and quality.

“Over the past decade we have focused on limited-edition releases and collaborations with other brands, but when I saw the vision of the team at Amrapur and they shared their design ideas, I knew this would be a great company to team up with as our master apparel partner” says John. “We know they will continue the great tradition of the FUBU brand.”

FUBU is currently enjoying a renewed enthusiasm for the brand both because of the renaissance of nostalgic brands and based on the social movements of 2020 including Black Lives Matter. Many of the new FUBU designs will promote social justice and equality.

“FUBU remains an active voice for the community and the culture and will continue to be a beacon for equality and human rights for all,” says J. Alexander Martin, co-founder and executive vice president (also creative director and oversees all aspects of design), FUBU.