Unfiltered FUBU Founders’ Stories: The Inside Scoop on Growing FUBU to $6 Billion (Part 1)

Anyone who knows me or my story knows that my FUBU co-founders are my brothers, and I’m so excited to give my guys Keith Perrin and Carl Brown another platform to share their stories, experiences, and lessons. Let me give you some quick background on these two.

Who are Keith Perrin and Carl Brown?

Carl was a fast childhood friend of mine. Growing up in the same neighborhood, we were always together - but I had no idea at the time what our relationship would turn into. Keith didn’t come into the picture until we were a little older but also became a great friend once we got to know him. I’ll fast forward through our early FUBU years since you’ll hear all about them in the episode and fill you in on how the two of them have continued to grow since we launched the brand.

In 2001, Carl launched FB Entertainment and FUBU Films. He collaborated with Universal Records to release a hip-hop and R&B compilation CD that generated millions in revenue a few years later, Carl secured FUBU as the primary sponsor of Mike Harmon Racing for the NASCAR-BUSCH Series, a multiyear partnership that introduced the first Black-owned company to race in the series. Always thinking of new opportunities, Carl launched his own Wine & Spirits division through introducing Seraphin Cognac and Erotique Liqueur to the market as well as the FUBU Personal Care Line with a mission to provide personal care and grooming products specifically for the male and female African American market. His latest venture is hotelFUBU, a premier boutique hospitality brand. And of course, he’s still part of the family!

Keith has also been killing it, tapping into his unmatched talent for making strategic partnerships and forming strong relationships. In 2006, he established the Keith Perrin Agency, serving as CEO and President to secure talent placement in ads, movies, commercials, clothing campaigns, and photo shoots. He’s also been a key manager for the Coogi, Heatherette, Seraphin Cognac, Crown Holder, Ether, Kappa, and Drunkn Munky brand extensions and partnerships. Keith came in to The Shark Group in 2014 to lead Celebrity Integration, and shortly after he also became the CEO of FUBU Radio, which is a title he still holds today. You can tune into Keith through his weekly show My. Keeyzo’s Corner.

It’s no wonder FUBU was a success when you look at how incredibly talented, creative, and strategic my partners were!

Show Notes:

Listen, this is a really special episode to me. And it was so full of crazy stories and deep reflections that we’re releasing it in two parts! This all new episode of That Moment with Daymond John highlights two of my incredible FUBU co-founders, Carl Brown and Keith Perrin (special shoutout to our fourth co-founder J who’s wheeling and dealing everyday for the brand!).

You may think you know the FUBU story, but there’s so much that we haven’t shared about the business, our personal experiences and struggles, the relationships we made and lost, celebrity run ins & partnerships, and so much more…until now.

Tune in for the inside scoop on:

  • Why icons like Drake, SZA, Fat Joe, and others repeatedly wear the brand
  • How the resurgence of FUBU impacts us personally along with the FUBU community (and why it isn’t really a “resurgence”)
  • The unique and scrappy way my man Keith was able to not just rub elbows with people like Busta Rhymes but form deeper relationships that led to them organically supporting the brand
  • What really went down at the MAGIC Show 
  • The truth about working with friends on a brand that other people (including your family) don’t understand and struggle to respect
  • Why we always stayed clean
  • And more.

Listen on Spotify or Apple Podcasts

Catch the full episode on Apple Podcasts here: https://dj.daymondjohn.com/fubu1-apple

Catch the full episode on Spotify here: https://dj.daymondjohn.com/fubu1-spotify

Catch the full episode on iHeart here: https://dj.daymondjohn.com/fubu1-iheart

Host: Daymond John
Producers: Beau Dozier & Shanelle Collins; Ted Kingsbery, Chauncey Bell, & Taryn Loftus


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