FUBU's mission is to provide affordable, high-quality clothing that reflects the culture and lifestyle of urban youth. The brand's name is a reflection of this mission, as it emphasizes the importance of self-reliance and empowerment within the African-American community.
FUBU has been a successful brand since its inception, and has been credited with helping to popularize hip-hop fashion. The brand has also been praised for its commitment to social responsibility, and has donated millions of dollars to charities that support urban youth.