Fubu aims to shed Ali G association

Streetwear label Fubu has called in PR support to distance itself from Ali G, the comic creation who has frequently sported its gear.

It has briefed P&M Creative Consultancy to reposition Fubu to appeal to more discerning customers.

'We're looking at a new market with more cultural background,' said P&M PR director Phyllisia Adjei. 'The range has changed – less bright oversized clothing, more polo shirts and suits.'

P&M is brokering a partnership with a moped firm to promote the range, which it will showcase early next year. It will also look to strike product placement deals.

'They just don't want to be associated with Ali G any more,' said Adjei.

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