Fubu continues its comeback with a focus on female shoppers.
Today, the iconic streetwear brand unveils its capsule collection made in partnership with Sorella—a Los Angeles-based women's brand created by Heather Sanders and Brittney Turner. The range adheres to Fubu's sportswear-inspired roots, but updates the designs with a West-meets-East Coast twist. The capsule includes garments such as bomber jackets, T-shirts, strap dresses, sweatsuits, and cropped hoodies, as well as accessories like duffle bags, caps, and visors—all which feature the classic Fubu logo.
The Sorella x Fubu collaboration will be available at Sorella's online store on July 29 following its in-store launch on July 27.
Co-founded by Daymond John, Fubu had established itself as one of the leading brands of the '90s, specializing in streetwear staples like tees, jerseys, and denim. By the early 2000s, however, Fubu had lost steam in the U.S., and had placed most of its focus on overseas business. Though there have been several relaunch efforts over the last decade, Fubu executives say the latest attempt is the real deal, and will find the brand expanding into realms outside of fashion.
"We feel like we haven't touched the surface on how big it can be," co-founder Carlton Brown told Complex earlier this year. "Fubu is not just a clothing line. It's radio, television, and hotels. It's a lifestyle that can play [in] many categories."
You can check out lookbook and product images below.
