{"@context":"http://iiif.io/api/presentation/3/context.json","id":"https://queenslibrary.aviaryplatform.com/iiif/n00zp3x21z/manifest","type":"Manifest","label":{"en":["Keith Perrin Oral History"]},"logo":"https://d9jk7wjtjpu5g.cloudfront.net/organizations/logo_images/000/000/010/original/Aviary_QPLlogo_192x192.png?1578574261","metadata":[{"label":{"en":["Description"]},"value":{"en":["\u003cp\u003e\u003cstrong\u003eClip 1\u003c/strong\u003e: In 1999 Keith Perrin traveled to Japan to promote the opening of a new FUBU store. It was a surprise to see how everyone in Japan dressed like he did and how huge hip-hop was there. It was a feeling of \"arriving.\" By 1998, FUBU wanted to thank those who supported them, so they started giving back to colleges, boys/girls clubs, etc. They hosted a huge concert in St. Martin to thank the celebrities and press that were supporting them, featuring artists such as LL Cool J, Run-DMC, Mary J. Blige, The Gap Band and more.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 2\u003c/strong\u003e: FUBU had many clothing contemporaries such as Mecca, Enyce, 1020 Blues, Cross Colours and Russell Simmons' Phat Farm. The founders knew their biggest challenge was to get their clothing in department stores. If they did, it would take their company to the next level. The problem was that department stores were only looking at FUBU and not other companies. But the consumers buying Ralph Lauren wouldn't be the same consumers buying FUBU. So department store representatives would ask them who should be next to their clothing line. That's how the \"urban\" term came in for clothing. FUBU told the representatives who to surround their clothing with and created a new department.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 3\u003c/strong\u003e: Keith Perrin describes the type of role models he saw in his neighborhood. As a youth, he would see them and think of the possible routes he might take in life. He also talks about the start of the crack era in the early 1980s, and how it affected his neighborhood, his family and himself.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 4\u003c/strong\u003e: In FUBU's early days, Daymond John, Founder, President, and CEO of FUBU, persistently asked LL Cool J to wear the company's products. LL Cool J eventually agreed to wear the clothing, making them promise that if the company \"takes off,\" they would take care of him.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 5\u003c/strong\u003e: Keith Perrin talks about growing up in Queens Village, dealing with bullies and having to be tough. He was raised mostly by his mother, who taught him how to protect himself.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 6\u003c/strong\u003e: FUBU came out at the same time that a lot of famous artists were starting out. While the FUBU founders weren't rap artists, they were part of the same generation. Keith Perrin also talks about the parties FUBU would throw in Cancun and reminisces about artists such as Nelly.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 7\u003c/strong\u003e: Keith Perrin and the rest of the FUBU founders were invited to come to South Africa to open a FUBU store in a mall in Johannesburg. Visiting South Africa was a surreal experience; they even received a call to meet Nelson Mandela. Unfortunately the meeting was canceled, but two days later they received another opportunity to meet with him. It was an unforgettable moment for Keith.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 8\u003c/strong\u003e: Keith Perrin explains how he connected with the other founders of the FUBU clothing line. He met Daymond John and J. Alexander Martin in high school and then met Carlton Brown through Jay. He also talks about being able to go on tour with LL Cool J.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 9\u003c/strong\u003e: Keith Perrin talks about the places he's lived in the past couple of years. He had moved upstate to a beautiful house to be at peace, but it was too far from his workplace to travel every day. He lived in some places on Long Island and in the Palisades area before moving further upstate. He lived upstate for 11 years and while he loved it, his social life suffered. He has now moved back into Queens and is loving it.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 10\u003c/strong\u003e: Co-founder Keith Perrin describes the start of the FUBU clothing line, including how the founders came up with the name, and how they began by selling tie-top hats at the Colosseum Mall in Jamaica, Queens.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 11\u003c/strong\u003e: FUBU first got its clothing into a small store on Jamaica Avenue (in Jamaica, Queens) called Montego Bay. It was their first introduction to having their clothes in stores. They were then able to get their clothing line into Macy's department store. It was a huge success; at one point, Macy's featured the four FUBU founders in a live, interactive window display in Manhattan.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eSummary of Full Interview\u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eOne of the four founders of the FUBU clothing company, Keith Perrin grew up in Queens Village in the 1970s and 80s. As a teenager, he lived through the crack epidemic that swept through New York City, but was also a first-hand witness to pioneering hip-hop artists such as LL Cool J and Run-DMC. After high school, Keith began his career in property management while joining three of his friends, including Daymond John, to start FUBU. The company's clothing gained popularity after being worn by several rap artists in music videos and on TV, and it eventually attracted a substantial investment from Samsung that helped catapult it to international success. In recounting the evolution of FUBU, Keith reflects on several pivotal experiences that shaped the course of his life and career.\u003c/p\u003e\r\n\u003cp\u003e \u003c/p\u003e\r\n\u003cp\u003eIn the second part of his interview with Queens Memory, Keith Perrin focuses on the development of FUBU, the clothing company he founded with three of his friends in the early 1990s. He describes how the founders built the brand by exhibiting at apparel trade shows and forging relationships with up and coming hip-hop artists. FUBU helped define the \"urban clothing\" market, and the company's success led to marketing agreements with celebrities such as Muhammad Ali and Bill Cosby, and even a brief venture into music production. Keith notes that the Internet and social media have greatly changed the way marketing and promotion are done, and FUBU has had to change with the times. The company's plans for the near future include the FUBU TV channel and FUBU Radio.\u003c/p\u003e\r\n\u003cp\u003eAll photos from the personal collection of Keith Perrin. ©\u003c/p\u003e"]}},{"label":{"en":["Agent"]},"value":{"en":["Keith Perrin (Interviewee)","Ian Lewis (Interviewer)","Natalie Milbrodt (Interviewer)"]}},{"label":{"en":["Date"]},"value":{"en":["2015-04-21 (created)","2015-10-02 (created)"]}},{"label":{"en":["Language"]},"value":{"en":["English"]}},{"label":{"en":["Rights Statement"]},"value":{"en":["\u003cp\u003eCC BY-NC-SA Contact digitalarchives@queenslibrary.org for research and reproduction requests.\u003c/p\u003e"]}},{"label":{"en":["Coverage"]},"value":{"en":["1970-2015 (temporal)","Jamaica and Queens Village, Queens, NY (spatial)"]}}],"summary":{"en":["\u003cp\u003e\u003cstrong\u003eClip 1\u003c/strong\u003e: In 1999 Keith Perrin traveled to Japan to promote the opening of a new FUBU store. It was a surprise to see how everyone in Japan dressed like he did and how huge hip-hop was there. It was a feeling of \"arriving.\" By 1998, FUBU wanted to thank those who supported them, so they started giving back to colleges, boys/girls clubs, etc. They hosted a huge concert in St. Martin to thank the celebrities and press that were supporting them, featuring artists such as LL Cool J, Run-DMC, Mary J. Blige, The Gap Band and more.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 2\u003c/strong\u003e: FUBU had many clothing contemporaries such as Mecca, Enyce, 1020 Blues, Cross Colours and Russell Simmons' Phat Farm. The founders knew their biggest challenge was to get their clothing in department stores. If they did, it would take their company to the next level. The problem was that department stores were only looking at FUBU and not other companies. But the consumers buying Ralph Lauren wouldn't be the same consumers buying FUBU. So department store representatives would ask them who should be next to their clothing line. That's how the \"urban\" term came in for clothing. FUBU told the representatives who to surround their clothing with and created a new department.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 3\u003c/strong\u003e: Keith Perrin describes the type of role models he saw in his neighborhood. As a youth, he would see them and think of the possible routes he might take in life. He also talks about the start of the crack era in the early 1980s, and how it affected his neighborhood, his family and himself.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 4\u003c/strong\u003e: In FUBU's early days, Daymond John, Founder, President, and CEO of FUBU, persistently asked LL Cool J to wear the company's products. LL Cool J eventually agreed to wear the clothing, making them promise that if the company \"takes off,\" they would take care of him.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 5\u003c/strong\u003e: Keith Perrin talks about growing up in Queens Village, dealing with bullies and having to be tough. He was raised mostly by his mother, who taught him how to protect himself.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 6\u003c/strong\u003e: FUBU came out at the same time that a lot of famous artists were starting out. While the FUBU founders weren't rap artists, they were part of the same generation. Keith Perrin also talks about the parties FUBU would throw in Cancun and reminisces about artists such as Nelly.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 7\u003c/strong\u003e: Keith Perrin and the rest of the FUBU founders were invited to come to South Africa to open a FUBU store in a mall in Johannesburg. Visiting South Africa was a surreal experience; they even received a call to meet Nelson Mandela. Unfortunately the meeting was canceled, but two days later they received another opportunity to meet with him. It was an unforgettable moment for Keith.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 8\u003c/strong\u003e: Keith Perrin explains how he connected with the other founders of the FUBU clothing line. He met Daymond John and J. Alexander Martin in high school and then met Carlton Brown through Jay. He also talks about being able to go on tour with LL Cool J.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 9\u003c/strong\u003e: Keith Perrin talks about the places he's lived in the past couple of years. He had moved upstate to a beautiful house to be at peace, but it was too far from his workplace to travel every day. He lived in some places on Long Island and in the Palisades area before moving further upstate. He lived upstate for 11 years and while he loved it, his social life suffered. He has now moved back into Queens and is loving it.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 10\u003c/strong\u003e: Co-founder Keith Perrin describes the start of the FUBU clothing line, including how the founders came up with the name, and how they began by selling tie-top hats at the Colosseum Mall in Jamaica, Queens.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eClip 11\u003c/strong\u003e: FUBU first got its clothing into a small store on Jamaica Avenue (in Jamaica, Queens) called Montego Bay. It was their first introduction to having their clothes in stores. They were then able to get their clothing line into Macy's department store. It was a huge success; at one point, Macy's featured the four FUBU founders in a live, interactive window display in Manhattan.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003e\u003cstrong\u003eSummary of Full Interview\u003c/strong\u003e\u003c/p\u003e\r\n\u003cp\u003eOne of the four founders of the FUBU clothing company, Keith Perrin grew up in Queens Village in the 1970s and 80s. As a teenager, he lived through the crack epidemic that swept through New York City, but was also a first-hand witness to pioneering hip-hop artists such as LL Cool J and Run-DMC. After high school, Keith began his career in property management while joining three of his friends, including Daymond John, to start FUBU. The company's clothing gained popularity after being worn by several rap artists in music videos and on TV, and it eventually attracted a substantial investment from Samsung that helped catapult it to international success. In recounting the evolution of FUBU, Keith reflects on several pivotal experiences that shaped the course of his life and career.\u003c/p\u003e\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n\u003cp\u003eIn the second part of his interview with Queens Memory, Keith Perrin focuses on the development of FUBU, the clothing company he founded with three of his friends in the early 1990s. He describes how the founders built the brand by exhibiting at apparel trade shows and forging relationships with up and coming hip-hop artists. FUBU helped define the \"urban clothing\" market, and the company's success led to marketing agreements with celebrities such as Muhammad Ali and Bill Cosby, and even a brief venture into music production. Keith notes that the Internet and social media have greatly changed the way marketing and promotion are done, and FUBU has had to change with the times. 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