Nearly 30 years after Daymond, J. Alexander, Carl, and Keith launched FUBU, the brand that raised many hip-hop heads returned to the forefront in 2020. Although Daymond said the company never went away, it shifted its focus back to the U.S. markets after seeing the impact the brand still holds for those who remember it in its heyday.

On his website, Daymond said FUBU’s new strategy is to “reach the same customer base who has now gotten older and still enjoys hip-hop culture and fashion” while also “targeting Gen-Z because this generation has grown up around hip-hop culture and streetwear.”

The nostalgic concept is something that the audience wouldn’t deny, especially from a company that was around during hip-hop’s golden era.

“The '90s were so impactful as far as hip-hop goes, and as far as commercializing hip-hop,” Carl explained to Page Six Style in 2020 during FUBU’s Century 21 partnership. “Kids now look back at what their parents would wear, so it started as a throwback thing, and that novelty has caught on where they want it to be a staple again.”

And while FUBU is still finding its footing in the hip-hop industry, it still receives praise from those who still see a need for what the company stands for. Artists like Solange have referenced the company’s impact in their songs and lyrics. Other luxury brands attempting to have streetwear brands have made headlines for trying to replicate the streetwear styles FUBU became known for in the '90s.

Daymond, J. Alexander, Keith, and Carl still own FUBU and remain close today. Daymond is still creating spaces for entrepreneurs through Shark Tank and his company, The Shark Group, where he helps other future CEOs “connect, innovate, and elevate.”