J. Alexander Martin on FUBU Making $350M a Year, Squandering $8M of His Own Money (Part 3)

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Part 4: • J. Alexander Martin on...
Part 2: • J. Alexander Martin on...
Part 1: • J. Alexander Martin on...
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In this clip, J. Alexander Martin recounted FUBU reaching its peak around the early aughts when the company raked in $350 million annually for at least a decade. He recalled what he spent his first million dollars on and explained why he bad with money early on wasting an estimated $8 million on unnecessary items. Included in there is the $20K monthly clubbing bill he managed during that time as well. According to J. Alexander, money can make you crazy but it can’t make you who you are.

[@CalvinGroover]

This is why financial literacy is so important

[@derald614]

It mean it’s just common sense tho too. You don’t need 12 watches and things in excess. But I mean if u got 100 million liquid who gon tell u shit 😂

[@tremaynewilliams1977]

Mfs been saying that shit for 20yrs and still doing the same shit

[@true8912]

Absolutely, but lets not miss the point he made on overcompensation. You can be versed in cashflow, but still have holes in your beliefs system which will override better decisions.

[@BeyBrightOfficial]

It’s a shame that as black people we allow our own brands to become played out and obsolete. I rocked FUBU back in the day and they had some great gear. In my opinion, Sean John, Karl Kani and FUBU are 3 brands that could and should still be killing the game! I’ll never forget a young dude told me that if Brand Jordan ever left Nike he would not love Air Jordans the same. I was shocked! 😯 I said to dude.. suppose the quality was exactly the same but Jordan just went independent of Nike and he said that he would bail on the brand. That’s when I knew that Black people would never succeed like other groups. We lack pride and respect for our own business! Meanwhile, I can rock the same Lacoste and Polo shirts that I rocked back in 1982 and still be considered fly! Damn shame 😡🤬😒

[@wiifii5.071]

polo and locoste are owned by white people? lol

[@wiifii5.071]

and brands are brands get that right off tops your paying for the brand name. quality is a whole other story nothing beats a plain shirt and jeans and nike af1s what they say clothes dont make the player...

[@BeyBrightOfficial]

@@wiifii5.071 yes! That’s my point! If I wear FUBU now I’d be a laughing stock in the hood but not if I wear Polo or Lacoste which I was wearing 40 years ago. That’s my point.

[@james489]

Too much bing bing. It is sad

[@Jon-yc8zv]

Most of what u saying come from black owners chasing trends.. polo kept it polo, fubu started doing too much, going crazy with colors and large logos.. if you go crazy you gotta put quality and a large price tag on it

[@StanLeesReviews]

FUBU was one the best brand to ever came out. The quality of the clothes was great. So sad that they didn't last as long as Polo and Lacoste.

[@johncampbell383]

FUBU had a good run hands down period !

[@mikeandmars2345]

Factsss

[@MomentumMarketingTips]

Had? Lol they still getting money overseas

[@coollibra3644]

@@MomentumMarketingTips it's still revered overseas. I believe definitely in Asia.

[@grandmasterc6130]

@@tukayz254 because of us

[@nwananka]

People still don't know FUBU still exists. America is not the only place to make money

[@growthdevelopment7412]

Platinum fubu was 🔥 🔥 back in the day

[@E-stylz-1967]

I seen a FUBU store in the Mall of Asia in Manila Philippines back in 2012 and the still rocking FUBU over there!!!

[@charlesbecoat3090]

Great lessons in this interview

[@mamadouaziza2536]

The reason these urban clothing lines died was because the clothes did not evolve at all and the public's tasted changed. Slim pants and skinny jeans became the norm.

[@illanoiz1]

That is one component. Another is urban companies didn’t invest in their manufacturing and struggled with supply and demand. To offset this when demand started falling off they took their wares to lower end companies and off loaded them decreasing brand value.

[@BLACK_MikeHammer]

FUBU, Karl Kani, Cross Colours, Sean John among others died off or were hemorrhaging long before skinny jeans and slim fitted tight shit became the norm.... Some like Cross Colours were practically dead before 96'.. Like homie said, the main issue was the manufacturing/production aspect, which had to be outsourced to low wage countries(since the manufacturing industry in the U.S kept shrinking and losing out to cheap low wage 3rd world countries.. Affecting the supply chain(you have to expend major figures to get stuff manufactured wholesale on the other side of the world)... This ties into globalization as well, and the loss of manufacturing jobs in the U.S, being shipped to Latin America and southeast asia, but these urban clothing companies felt the pinch much harder because they didn't have the proper economic structuring to weather that storm..... Black businesses (and minority owned in general) will always feel the pinch the hardest because they dont have the financial resources to withstand or endure changing times

[@derekcasanares4785]

Good interview

[@kingrob5879]

VLAD the JEW always pocket watching!!

[@RonDonProductions]

I've been seeing new FUBU at WalMart. Dawg imma buy some and rock it proudly next time I see it 😂✊🏽

[@DLM323]

LOL not Walmart

[@ovoirv86]

Its show in Walmart here in Mississippi.

[@IGStrangDaKang]

When they came out wit them football jerseys wit the 05 on them them jerseys was hard af🔥🔥🔥

[@kartiersupremewhite330]

TRUST AND BELIEVE THIS BROTHER IS KEEPING 100%. THESE BROTHERS WERE WAY AHEAD OF THERE TIME!!! MY BROTHER CLEON WILSON WORKED FOR THESE DUDES DOING PROMOTION!!! SO I SAW THE SUCCESS FIRST HAND. ITS WAS DEFINITELY OVERWHELMING.

[@nlee4566]

I'm so happy he brought up that Fubu album. I had that album just for "Fatty Girl" that song use to slap crazy. Luda, Keith Murray, LL and Track master. Mr. Cheeks was on there too.."Lights, Camera, Action".

[@shavitaharris2797]

Yes! I had a Fatty Girl denim jumpsuit 😂 Those was the days 🙏🏿

[@elchulo189]

Bro brought me back with that comment.. definitely 🔥

[@JB-nb7le]

I bumped baby phat de la soul

[@FoshoTheOne]

« We Never Stopped Making Money » - - FUBU , september 2022

[@pspT61]

Deadass! As he said they still international

[@adeltalebpour4955]

Always was a fan, from the product to the story itself

[@prexx93]

My man was balling $350 million in the 90’s is a different type of bag salute King

[@joshlewis575]

The company was making that 350 m's

[@WJBrown]

He's still richer than you Vlad, people live and learn. You wasn't always financially literate either.

[@seb1554]

This guy has an amazing story and his a true success story. I always felt FUBU didn’t move with the times, their fashion style didn’t change.

[@cvgodd1432]

Facts… they were stuck on that big baggy look when the style changed into a more fitted and clean look. I had a bunch of Fubu gear, even the boots. I heard they was selling out in Japan and some other countries though so they was still eating when the American crowd stopped buying Fubu.

[@wayofthegun6224]

Bro that's the thing with a lot of the urban clothing companies from cross colors Karl Kani rocawear phat farm all those companies die out Bec they never evolve...I remember they came out with some suits in the early 2000s that were really nice way better than that Steve Harvey shit...

[@wayofthegun6224]

@@cvgodd1432 don't forget they stuck with that big Logo on every single piece of clothing marketing style

[@PancakeDiaries]

@@wayofthegun6224 facts... They became the textbook for how not to move with an urban brand. That logo is a bad idea... Diddy learnt better. Sean John could've easily been Bad Boy Gear, but the name and signature logo screamed on the edge of fashion that wasn't limited to the urban market

[@wayofthegun6224]

@@PancakeDiaries they wasn't Tommy Hilfiger and Polo do the same thing but they didn't do it on every damn shirt or jacket...also the fact that blk urban clothing companies copied everything each other was doing didn't help...look at how phat farm had a great simple look when it came out but then Russel nut 🥜 hugging asian put that Asian graffiti artist in charge of design and they started pumping out straight trash...all those companies should still be around today if they only looked at the game differently... That Marc echo kid still pumping out clothes for Ross, Burlington coat factory, forman Mills and half of Mexico and south america...

[@sothsoth1939]

Beautiful thing is companies like FUBU inspired so many brands and now you can't even count the street brands that exist.

[@NickB2Blessed]

Vlad said “sorry to interrupt you” 8:58 He ain’t NEVER said that to nobody before.. 🤣🤣🤣🤣

[@lastarjackson745]

Bruh I caught that too lmao

[@ramoneyelder9784]

Facts that why I'm getting ready to start me a t-shirt line.

[@ms.b9866]

Kudos to J . Alexander Martin, you and the entire FUBU family, you all opened up door's, made Quality clothing. LL Cool J. issued a Statement, very detailed, explained and in layman's terms. Anyone that reads what he wrote won't have another question, when it's comes to Black and Brown People's contribution!!! Big Respect to All of the People who Paved the way, that reach back and grabbed somebody else up with them, that made a way, so that other's, so that Platforms, Blogger's, the Media, etc can eat Today and much Love to Everyone who spent time being an Advocate and doing Grassroots work; Paid, Passion, Called or Volunteer. You did your Part. Thank YOU 💯🎯🦋.

[@gsignaturemessage]

Yeah I was a teenager where you had Fubu, Phat Farm, Sean John etc. It was crazy because the Hip Hop culture was slowly transitioning into prep then into European styles. The entertainers wanted their clothes like their card (foreign). They didn't want to look like the masses, but the masses want to look like the masses.

[@Officer_Bumpdown_Brown]

Dada, karl kani too 💪🏾

[@KingOfTheWindmills]

Fubu was the shit on a whole different level. Im from Europe and the most expensive gear out would be Fubu denim suits,Clench tracksuits and if you had a leather jeff hammy or avirex pfff you was a baller for sure.

[@jebarlee8920]

dam that's crazy

[@bruhman909]

I laughed when jay-z dame , diddy and master p first came out with clothing lines .. fubu was huge and it didnt seem like anyone could possibly compete wit them. FUBU was everywhere.

[@bossup24]

He said some real shit about money , young nigga needed to hear that

[@timmytube12]

I still got Fubu from they year (2000) and it's (2022) wow.

[@james489]

I met all these guys at magic convention. I had the biggest black owned store in Arizona. 3 mall locations. Cool dudes. But I was amazed on how many so called black companies actually where in distribution deals with china. The problem with that is when china get tired of fronting the manufacturing for your company you need to have the capital to do your own. Which 99 % of the black brands didn't. Too much popping bottles.. This happened to all the brands in the 90's and in 2000s. Needed to invest in the production side of things. Still happens to this day..

[@cipriandobrea7369]

I lived in Phoenix in the late 90's till mid '00's. What were your stores named? I probably was a customer. Especially if you were in Metro Center or Arizona Mills. I used to go to Magic too but never met these cats. Met Karl Kani and Maurice Malone tho. The good old days. 💯

[@GlobalPrivateTruthWarrior]

Thanks. Love your response. I'm like Damon Dash in my thinking, do it our way, control it our way, intellectual property. Most of our folks just don't comprehend that, they're buy chilling and looking big.

[@user-xy7vi4fp7l]

Vlad you should interview Stevie’s Williams. Black Professional skateboarder and Founder/Owner of DGK streetwear & skateboarding Brand.

[@vershawnsea9219]

Dam u jus put me up on game. I did not kno DGK wuz owned by a black man. And a black skateboarder at that. That's ill. Its never been my favorite brand but I gota couple nice DGK pieces in my closet

[@gzmoney8551]

@4:45 “Everybody wanted to be somebody but nobody is anybody” 🤔 🤯

[@Jackson-lr1dq]

That’s better than any dealer I’ve ever known personally

[@live4rmptown]

I met him, great man.. gave me his phone number told me to reach out for anything, super cool HOLLIS STAND UP QUEENS GET THE MONEY

[@kmovn3x250]

Money spends so fast especially when u get a whole bunch at 1 time

[@BrothaNeo]

Listening to J talk here, 2 words came to mind and no joke, "Money Therapy". I feel it is a serious thing that people need. I personally added money affirmations to my personal custom audio subliminal to help me develop a mature mindset for money. I want to spend my first mill I get maturely as possible. Now I am considering creating a audio subliminal to help people develop a mature financial mindset. Hmmm...

[@sylanderhopkins6665]

LVMH have the high quality, volume ,& steady prices on lock because they never price drop & it makes ppl want it more

[@OGRETROES]

01/03 I was platinumed out. Gave it all my clothes away before i deployed in march 03.

[@Furybeatsgme]

that cap hard af tbh

[@StyleOverPolitics]

I wear BUFU "Buy Us Fook U" -How High

[@comeonna9361]

Once Fubu went to Walmart, it was over. Shoutout to Karl Kani for still keeping his brand going. No need to sell out.

[@bossgold9534]

Let me guess you shop at whole foods for your groceries?

[@comeonna9361]

@@bossgold9534 lmao. Harris Teeter 🤓

[@illanoiz1]

Karl did the same thing and I loved his brand. He’s re-emerged but I don’t see the brand being ever the same

[@comeonna9361]

@@illanoiz1 Karl did what the same?

[@JoeBlunt]

Idolizing the millionaire and their flashy lifestyle while the billionaire walks past you and you don't even realize it 😜

[@wisdommakubile2127]

the millionaire is overcompensating to feel like a billionaire lol

[@eastordie6176]

Being nice gets u no where

[@garcel1251]

Damage, Cross Colors,Karl Khani …. damn I’m getting old lol

[@trayfitness2865]

You come from not having and when you have, you over compensate. Talk about it!

[@OnlyThe1Son]

I think the Culture changed! All the OG rappers and Hip hop artists got older, started families, moved away from Rap as their main source and went into businesses, movies, TV, and the new young generation coming up behind didnt jump onto the fashion which everyone wore in the late 90s and early 2000, there was a transition period around 2004 to 2008 where fashion was changing... hip hop changed, street wear changed the Music charts affect the fashion, the movies affect fashion.. so FUBU is still a famous label no doubt and arent going anywhere. they burst onto the scene! and took the world by storm. They had their PEAK it wont come back to how it was in 98 to 2003. that 5 years is time in a bottle, it was lightning in a bottle. it was a cultural time and FUBU was the clothes of that era. no question This man and his team built an empire and 30+ years its still here going strong. Respect!

[@josepha9061]

I like that question. One thing u feel u wasted money on.

[@theadskipper2928]

Imma go order me some fubu overalls

[@dramahawkpromotions9621]

Wow what a story

[@sjsharks2106]

In the early 2000s you would only find FUBU in California at like Marshalls or Ross

[@cipriandobrea7369]

This dude is full of it saying FUBU did $350M for 10-12 years. 98'-'02 was it. '02 with the last Harlem Globetrotters gear. They did their thing tho. The Ali stuff was dope, had some of the Fat Albert Platinum FUBU too. Leather football jerseys and velour tracksuits around '99. Shit was cool back in the day. Wasn't cheap either.

[@chilout2496]

3:41 glad he said that cause it’s stupid to me how people came from a poor background to just buying any and anything just for fun

[@darriushall3739]

Smart Man

[@immajusttuckminein8186]

Those fubu football jerseys was gas back in the early 2000s

[@TrueToYourself511]

Over compensate when you do have! Heard that 🙌

[@ALLEYV]

I feel like vlad already judged this man before the interview , condescending tone. Idk i can be wrong I know and hear a hater from a mile away.

[@peterthomson6161]

I told the Migos the same thing about not buying aftermarket iced out watches. They obviously didn't listen. Look at them now not even together.

[@jeremylawson6648]

lol lord

[@daveg9000]

“A fool and his money are soon parted...”

[@pickyvickys5774]

He forgot Nate Dogg and Nas! That was my jam!!

[@reginaldbstewart395]

Didn’t Fab drop that day too?

[@X3000LCE]

Ready bring fubu back

[@hollywoodcheremonkey]

It just wasn’t cool anymore. Nobody has control over something like that. Trends change all the time. Seven years ago it was Yeezy, but that too will eventually pass. And right now everybody is surely gunning for the next big brand.

[@trevorwilson4030]

They got greedy and over saturated their brand.

[@vinosports1228]

VLAD: Let me ask a question, that might carry negativity in the answer, if it doesn't I'll take it that direction. Smh

[@BrothaNeo]

Back in 99 I was wearing both Fubu and Ecko. Whatever year Ecko got hot when Fubu was too.

[@PancakeDiaries]

Ēcko Unlmtd. Outta NJ

[@cipriandobrea7369]

True. I was on Ecko in 98. Ecko peaked around 04/05.

[@keshondrew5267]

Yeah too many people rocked it...i think it was definitely overly saturated

[@jakewoods2587]

Bring back the fubu Jersey

[@Kingwithoutathrone]

I'm surprised that he said that Fubu was at its peak in 2002-2003. From what I remember, FUBU had already fallen off by then. Fubu was poppin from what I remember in 98-99-2000.

[@cipriandobrea7369]

100% correct at least in the U.S.

[@thacutoff6226]

In America, but since there are many countries success overseas was probably way crazier. Think of any American-act going over seas mostly instantly successful even are trash movies like water world did huge worldwide numbers but considered a flop in USA

[@TyrantsAlwaysPerish]

96-00 was fubu time by 00-01 the decline started

[@Kingwithoutathrone]

@@TyrantsAlwaysPerish yeah FUBU was already unpopular by 2000 from what I remember

[@smokingtilicantnomoe4551]

I wanted to comment that he was cappin but im glad u said it first. That shit lasted a few months in Florida. The designs just got goofy after a while

[@knomaddTV]

I remember coppin’ that album and bumping it for a minute.

[@RackeddUp]

I remember 7th grade I only had bout 60$ and wanted new shoes man. The fubu shoes look similar as hell to the 5s..like literally the same silhouette except the logos .. I bought that shit and my mama told me mfs at school would prolly trip on me , bc that’s back when skinny jeans were becoming popular and rappers already was dissing mfs was wearing Jordan’s in they songs , shoe game was changing😂😂😂long story short I wore em to school and they fuckin teased me until we went to 9th grade 😂😂😂shoutout this dude cus I’ll never forget that shit . All my homies had something to say . Literally every homie 😭😭😭😭😭😭😭😭😭😭

[@cvgodd1432]

😂😂 I would’ve got on you. Fubu sneakers?! I had some Fubu boots but that was in like 1998 and everyone thought they was fly lol.

[@Tristenaires315]

Same 💩 happened to me except .... I was in da 9th grade wearing dem hœs😬😬😬😬🤔🤔🤔 😂😂😂😂😂 I still get mad about those jokes when I find myself reminiscing

[@mannybrooks7454]

Bruh lol i literally wore them jawns in 9th grade my boy looked at me and was like ok ok. Payless is hiring lol i was tight the whole day

[@RackeddUp]

@@cvgodd1432 they fucked with the fubu beanie they roasted behind them shoes tho 😭

[@monteclah6287]

Didn't know fubu made that much money

[@akcoop]

He called his watch “Petite” (Patek)😩😩😩

[@stevofla239]

I seen someone wearing PUBU the other day

[@destheprez561]

You forgot about Mecca, Phat pharm, Varsity, Willie Esco, Ed Hardy and there is a few others.

[@cvgodd1432]

Avirex was my favorite back in the days. Enyce was fly too, Akademiks was cool too but their jeans was like wearing cardboard. The good ole days lol now you gotta spend 3 bands on a outfit to be considered fly. No way I’m spending 800 on jeans and 500 on a shirt. I used to spend every dollar I had on clothes, won best dressed in high school but as I got older I realized I was just doing it to compete with other people. As long as your clean and wear some decent clothes it doesn’t make a difference. I never heard a girl say, ohh no he’s wearing Nike I’m all set with him lol. If a girls talks to you because of your clothes, you don’t want her.

[@timmytube12]

'

[@timmytube12]

By Eminem, J-Lo by Jennifer Lopez , Danny Dada -7, Enyse by now P-Diddy , Xzibit by Xzibit , Doggie Bizcuts by Snoop Dogg, 2-Pac by Afini Shuckur, and Goretex , Dolmite , Lugz boots , Results , Nappy , Francis Marthe Gibraud , Coogi, G-Unit , State-Property, Rocawear , Baby-Phat, Phat-Farm, Doo-Rags, and Snap-Backs hats.

[@timmytube12]

Yep mee too I remember Sean John , Ecko , Iceberg , Volkal and Applebottoms by Nelly , P-Miller by Master-P, O by Outcast , Averex , Parisuco, Shady

[@destheprez561]

All facts. Those were the good old days. The days when swagger was in full affect. You could rock a pair of Tim's and One's with all these clothing brands and be balling.

[@thegigisup007]

I can live forever with that money smhh

[@jamesmullins2132]

Fubu is still big in japan I believe and other countries! Let me look up and see what gear i can find lol

[@keshondrew5267]

I never rocked the brand i respected it though...i was addicted to polo back then

[@jebarlee8920]

They made a lot of money man !!! Dam 350M A Year for 11-12 years?

[@IRUNNNEWY0RK]

Y’all remember the Fubu album 💿 🤨 Good times

[@rarerock5020]

Nope..

[@mikeandmars2345]

Yes i do

[@mikeandmars2345]

I had it

[@kevinmadison3025]

50 niggas deep was a smash 🔥🔥🔥🔥🔥

[@nubian47]

Raekwan said they ain't make nothing with Wu Wear. I wonder what went wrong bc he didn't elaborate.

[@aaronruffin7904]

Can't forget 50 players deep

[@micdneromusic]

Hey Cuz! 🫡👑🙏🏾Hmu…. Need to chop it up asap… Stay blessed family!

[@william3253]

Oh Vlad is a "watch" guy now

[@user-wb7nv9ht1g]

This $350 is gross profit I'm assuming, or maybe how much the merchandise sold for retail. It's a big difference and I'm curious but maybe if that was mentioned then Vlad would have to bring up one of his stories.

[@LeoSoloDolo]

You definitely have to have some money to be rocking a Patak Philippe

[@daytonaguy3584]

I’m sure he still has millions

[@kingthanos4548]

This makes no sense I’m smoking a blunt in my truck and just so happen to think let me look up what happened to fubu 😂 and then this shit pops up 👀🤔🤯

[@bustownbc2787]

And now its in walmart 🤦🏽

[@retroesso]

Where’s Shirley JU AT ?

[@ninocrown3247]

Dude was on his Floyd Mayweather shyt.

[@sk8888board]

Nigga im bout to start wearing fubu again Fuck that otha shit

[@user-xy7vi4fp7l]

By 05 Fubu was considered played out. I think the designs and brand image just didn’t evolve.

[@bruhman909]

2002 lol

[@otisyoungblood]

He has a million dollar watch on

[@DLM323]

Urban wear was always built to be trendy that's why it doesn't last.

[@boethomaszzbill3733]

Gotta be Tyler the creator uncle

[@thepharaohemmvee4995]

This dude could pass as Tyler the creator's dad, strong resemblance fs

[@pt_3118]

When Gucci and all the rest of those racist designers made those racist remarks, I was mad 😠 we don't have FUBU any more.

[@redpillcinema6560]

2002-2003 NOBODY was wearing FUBU like that in the US !!!

[@bruceleroy2335]

I was shocked he said they were making $350 million a year… I would’ve never thought Fubu ever made that much!

[@Mercury804]

I was off of it by 99, but people DEFINITELY was buying it in 2003. It just wasn't considered "cool". I worked at the mall then. That time period was when the Fat Albert line dropped, followed by the Ali collection.

[@cipriandobrea7369]

@@Mercury804Fat Albert and Ali were early '01. The Harlem Globetrotters dropped in '02! to go with the jersey theme that was blowing up but didn't catch on. By fall '02 FUBU was played in the US.

[@williecalvin8364]

I want some fubu

[@joshlewis575]

I can not picture a Saudi dude rolling around in a fubu velour jumpsuit. Who in their company thought pushing into that market was a good plan

[@speedybug1377]

You give anybody millions of dollars when they young they gonna buy stupid things.. he’s older now so he’s wiser

[@CryptoBaggYo]

I bet he wished he could go back and by property in DUMBO in 1999 2001, hindsight 20/20