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.