J. Alexander Martin is one of the founders of the fashion label FUBU (For Us, By Us), founded in 1992. It started as a line of hats by Daymond John, J. Alexander Martin, Keith Perrin, and Carlton Brown, in Hollis, Queens. In this interview J. Alexander Martin talks about his time in the military, going to FIT (Fashion Institute of Technology), and starting and running FUBU - including conflicts between the founders. J. Alexander talks about marketing, hip-hop being a product of and for African-Americans before it became big - and when it got big, hip-hop migrating into something different. He also talks about the role of music and his neighborhood as a creative influence.