The brand that sparked a movement of fashion and music fusion is back. After a seven-year hiatus from the US market, FUBU is back with a new name and viral campaign.

The company has been rebranded as FB Legacy. The FB Legacy collection, which will hit stores in July, is an opportunity for FUBU to return to its roots.

"It's about the power of FUBU and what it means to the fashion world. We are trying to educate the kids about the history of it," said FUBU founder Daymond John. "We're a legendary brand. We were around for a long time."

"What's your FB?" is the overarching theme of the marketing effort, which John said will also be used in online testimonials created by consumers.

Fubu Legacy is due in retail stores in July and will target males 15 to 25.