Seeing a celebrity rock B.U.M. Equipment is a lot like discovering your good friend has polio. You're immediately overwhelmed by confusion, followed by a series of warranted questions: What the hell? Why? In 2015? Huh?
Well, apparently, the old-school streetwear brand is trying to make a comeback, and Theophilus London is leading the charge. We're not sure why.
For those of you who are too young to remember, B.U.M. Equipment was once a staple among top department stores across the country. Its signature blocky logo adorned countless activewear pieces throughout the 1990s, but has since faded into oblivion. We thought we had seen the last of the brand, until London began rocking its throwback clothing some time in 2014.
As Racked points out, B.U.M. has recently used social media to announce a possible comeback, and we’re sure London is all kinds of excited about it. Racked reporter Nicola Fumo says she remembers seeing the rapper rock a popover windbreaker by the brand last week, which propelled her to take a look at his Instagram feed. And, to her surprise, it was full of B.U.M. gear.
London even posted several paparazzi shots of Rihanna wearing a classic B.U.M. tee following a studio session with Drake. Of course, the brand quickly jumped on those images and posted the shots on its website under “celebrity sightings.”
So if RiRi is giving the co-sign, maybe a revival is possible after all.
Take a look below to see some of London’s Instagram images in which he proudly rocks the B.U.M. brand. If you're convinced of the comeback, you might want to hit up your local thrift store ASAP.
