From Street Vendor to Fashion Icon

Daymond John was born in Brooklyn, New York, in 1969, but grew up in the Hollis neighborhood of Queens. His upbringing was modest, and his parents worked tirelessly to make ends meet. When he was just 10 years old, his father left the family, and his mother became the sole provider. The responsibility to contribute to the household’s income became part of Daymond’s reality early on.

He learned to hustle in the streets of Queens, taking odd jobs like handing out flyers and working as a waiter. But deep down, he dreamed of building something bigger than himself — something that could change his family’s life forever. That spark ignited when hip-hop culture began exploding in New York during the 1980s.

Daymond noticed a gap in the market: the emerging hip-hop community had its own style, but mainstream fashion brands ignored it. He wanted to create a clothing line that spoke directly to that culture — something authentic and from the streets, for the streets.

In 1989, with only $40 in his pocket, Daymond bought fabric and made a set of wool hats with his mother’s sewing machine. He stood on a Queens street corner selling them for $10 each. That day, he made $800. The rush of making money from his own creation was addictive, and he knew he had found his path.

Daymond came up with a brand name: FUBU — “For Us, By Us.” It was more than just clothing; it was a cultural statement. He and his friends began sewing FUBU logos onto shirts, jerseys, and hats. They convinced popular local musicians to wear their designs in music videos and public appearances. Soon, the brand was getting attention across New York.

But building a business required money, and Daymond didn’t have much. He worked at Red Lobster during the day to pay the bills, and at night, he worked on FUBU. His mother believed in his vision so much that she mortgaged her house to help him buy sewing machines and fabric.

For years, Daymond and his friends operated FUBU from his mother’s living room, turning it into a mini-factory. They produced clothing in small batches, selling out quickly and reinvesting every dollar. The turning point came when rapper LL Cool J, a fellow Hollis native, wore a FUBU hat in a promotional campaign — and later slipped the words “For Us, By Us” into a Gap commercial he was filming. That single moment catapulted FUBU into national recognition.

In the mid-1990s, Daymond attended a trade show in Las Vegas, determined to land major orders. He and his team dressed like successful businessmen, even though they could barely afford their hotel. They brought a few samples and hustled hard, convincing buyers to take a chance on their brand. By the end of the show, they had $300,000 in purchase orders — but no capital to fulfill them.

Desperate for funding, Daymond approached over 20 banks and was rejected each time. Finally, Samsung Textiles saw potential in FUBU and offered a distribution deal. This partnership allowed Daymond to fulfill orders on a massive scale. Within a few years, FUBU exploded into a $350 million-per-year fashion powerhouse, selling in over 5,000 stores worldwide.

At its peak, FUBU was valued at more than $6 billion in global sales. The brand became synonymous with hip-hop fashion, worn by celebrities, athletes, and fans across the globe. Daymond had gone from selling hats on a street corner to leading a global empire.

But success wasn’t without challenges. By the early 2000s, fashion trends shifted, and FUBU’s popularity began to decline in the U.S. Instead of clinging to the past, Daymond pivoted. He turned his attention to branding, marketing, and investing in other companies.

In 2009, he joined the cast of the TV show Shark Tank, where entrepreneurs pitch their ideas to a panel of investors. Daymond’s street-smart business sense and branding expertise made him one of the most respected “sharks” on the show. He invested in dozens of startups, helping them grow into thriving companies.

Beyond business, Daymond became a best-selling author, motivational speaker, and philanthropist. He shared his principles for success: set goals, work relentlessly, embrace failure, and never forget your roots. His story became a blueprint for aspiring entrepreneurs, especially those from underprivileged backgrounds.

One of Daymond’s most famous quotes is, “The easiest thing to sell is truth.” This philosophy guided him from the streets of Queens to the boardrooms of billion-dollar companies. His authenticity and dedication to his culture helped him create a brand that was both profitable and deeply meaningful.

Today, FUBU continues to have a presence, especially in international markets, and Daymond remains a prominent figure in fashion and entrepreneurship. He has shown that success is not about where you start, but how fiercely you pursue your vision.

From a $40 investment to a global brand, from rejection by banks to deals worth millions, Daymond John’s journey proves that resilience, creativity, and belief in yourself can break through any barrier. His rise is a reminder that sometimes, the best way to predict your future is to create it yourself.