B.U.M. Equipment, also known by its corporate name Chauvin
International, Ltd., is a
clothing company founded in 1987.
Marketed primarily toward teens and young adults, the brand was
particularly fashionable during the late 1980s
and early 1990s with its selection of
athletic-styled T-shirts and
sweatshirts. B.U.M. went on to
make a considerable influence on
street fashion of that era and,
despite problems in the mid-1990s, has continued operating today.
Design director Morty Forshpan takes credit for
exploiting the company's full potential; however,
believe that Seattle native Derek Federman was the
creative mind behind B.U.M.'s athletic style and
logo presentation, almost a year before Forshpan
took over as majority shareholder and chief executive
officer of Chauvin. Despite admitting to having
never picked up a sketch pad, Forshpan has also
accepted nominations for the
West Coast designer of the year award. Design director
has stated that Forshpan likes to see colors and
initial sketches but primarily tends to company
According to Khristopher Bond,VP of Marketing (1989-94)
and the person credited for exploding the brand
onto the world market through their award winning "real
people" advertising campaigns (which would
later be adopted by other major retailers), "in
contrast to other brand names like
FUBU, the B.U.M.
acronym doesn't actually stand for anything. He
added, "Or it means everything to everybody.
For me it is a basic understanding of mankind."
However several articles of clothing from the line
do come stamped with the slogan Body Utility Maintenance.
The Goods were made of Cotton. The B.U.M. stood
for Basic Urban Material.
In its first year, B.U.M. made $3 million in sales
and, within five years, was reaching $200 million
annually. Early on, B.U.M. signed a
Chip & Pepper,
which the co-owning brothers of the company claim
B.U.M. mismanaged. This led to a trademark dispute
between the two that lasted several years. In September
1994, B.U.M. merged with Cami'z but, in the midst
of their legal battle with
Chip & Pepper,
went bankrupt. B.U.M. was reformed under new management
in 1997 and denied any mismanagement of Chip &
Pepper, claiming that they signed with B.U.M. because
they were becoming unprofitable and "going
In recent times, the B.U.M. collection has broadened
B.U.M. stores also exist in nations other than the
United States, including several in Asia and