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FUBU’s period of success is cross-generational. Their initial, late-'90s popularity stemmed from their ubiquitous “05” jerseys; in the early-2000s, FUBU attempted to add prestige to the brand by creating Platinum FUBU. Platinum FUBU’s Fat Albert, Harlem Globetrotters, and Muhammad Ali collections sold well. That is, until everyone looked up from their flip phones and realized that they were wearing $55 t-shirts with the face of a long-defunct cartoon character voiced by Bill Cosby.

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