Books Display of Power: How FUBU Changed a World of Fashion, Branding and Lifestyle Book by Daniel Paisner and Daymond John

"Display of Power" chronicles the remarkable rise of FUBU (For Us, By Us), the iconic urban fashion brand founded by Daymond John and his partners in Queens, New York. The book is part autobiography, part business manual, and part cultural commentary, detailing how four young entrepreneurs transformed a small, homegrown venture into a global lifestyle powerhouse.

Key Themes

1. Empowerment and Representation

FUBU was created to fill a void in the fashion industry, representing urban youth—especially African Americans—who were underrepresented in mainstream brands.

The brand’s ethos, “For Us, By Us,” became a rallying cry for authenticity, empowerment, and community pride.

2. Entrepreneurial Journey

Daymond John’s story is one of perseverance, risk-taking, and creative hustle. With no formal business training, he and his friends started by sewing FUBU logos onto clothing in his mother’s house, which doubled as a factory and office.

The book offers practical lessons on overcoming obstacles, leveraging grassroots marketing, and harnessing the power within to make dreams a reality.

3. Branding and Cultural Impact

FUBU’s success was fueled by deep connections to hip-hop and street culture. Strategic partnerships with artists like LL Cool J and collaborations with influencers gave the brand street credibility and mainstream appeal.

The brand’s innovative designs, bold graphics, and vibrant colors set new trends and redefined the boundaries of urban fashion.

4. Business Blueprint

The book serves as a blueprint for aspiring entrepreneurs, emphasizing the importance of vision, resilience, and adaptability.

It highlights the value of understanding your target audience, building a strong brand identity, and using creative marketing to stand out in a crowded marketplace.

Notable Achievements

FUBU grew from a $40 startup to a brand with worldwide distribution, reaching over 60 countries and achieving annual sales in the hundreds of millions.

It became the #1 sports casual brand in Korea, and its influence paved the way for greater diversity and inclusion in the fashion industry.

The company’s story is cited as a blueprint for young business people and a lesson in how to turn adversity into opportunity.

Style and Approach

The book blends engaging storytelling with actionable business insights.

It features testimonials from industry leaders and celebrities, reinforcing its impact and relevance for entrepreneurs and established executives alike

1 BOOK