Here's how the boys in the hoodies are influencing the fashion mainstream

Baggy overalls, pink golf shirts and $100 kicks -- it all adds up to a$5 billion business for home grown clothing companies like FUBU, MECCA and ENYCE. Here's how the boys in the hoodies are influencing the fashion mainstream.
The headquarters of Fubu, high atop the Empire State Building, is a seamless blend of old- and new-school decor: Classic darkwood-paneled walls and a polished conference table right out of Law and Order look at home near a tubular state-of-the-art stereo system that's adorned with a red, black and silver Fubu banner. A TV plays a Mya video, another an Aaliyah video and a third features footage of don't-try-this-at-home motorcycle tricks. Retail buyers hurry in and out, while the receptionist announces over the PA, "Keith? Has anyone seen Keith?" Everywhere -- in the conference rooms, on the walls, on the owners and staff -- are the colorful, meticulously designed clothes that brought in $200 million last year for Fubu's men's line.
And here's Keith -- Keith Perrin, one of the four founders of Fubu, along with Daymond John, Carl Brown and J. Alexander Martin -- ambling down the hallway dressed in baggy denim overalls, a cream ribbed sweater and a white wool cap. All, of course, by Fubu. Perrin and his Fubu partners are all under thirty and hail from lower-middle-class beginnings in Hollis, Queens. They're now gathered around their office pool table (they often play at the close of the day), surrounded by an explosion of bright shirts, sneakers, jeans, NBA-licensed jerseys, leather jackets. Hell, there are even Fubu basketballs.

"We had just started to do shirts, and we decided we needed LL to wear one in a magazine, to get some more exposure and to seem more legit than we were," explains John. So the partners camped outside LL's house, then corralled him into posing for a photo with the shirt on before he stepped into his limo. "He wasn't too happy about it," says John, "but he was trying to help out some guys from the neighborhood." The photo was used for a Fubu ad in The Source. Now LL is the company's spokesman.
The four founders, who are close friends given to finishing each other's sentences, established Fubu -- which stands for "for us, by us" -- with a mission. "We started it after years of hearing that other major clothing companies really weren't acknowledging the African-American market," says John. "Not that we make it only for African-Americans. We make it basically for a culture, a generation. There's cool skate guys that like what we have. They listen to hip-hop, but they listen to rock also."
Everyone nods. "One of our biggest markets when we started out was Seattle," says John, picking up a pool cue. "That was surprising. So it wasn't just hip-hop, in a sense -- guys like Korn wear it." yanzic0613.
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