Why Don’t Black Consumers Support Black-Owned Brands?

Breaking the Cycle & Building Our Own

As a Black business owner, I’ve asked myself this question countless times. I’ve witnessed firsthand the struggle of getting our own community to embrace Black-owned brands the same way they celebrate mainstream ones.

I’m Nicole Brooks, the founder of FMB Forever My Brother LLC, an athleisure and loungewear brand rooted in family, brotherhood, and unity. I created this brand to provide comfortable, stylish, and affordable clothing for everyday people—yet, I’ve faced an uncomfortable truth: some Black consumers hesitate to support Black businesses.

At vendor fairs, I’ve seen people avoid my booth as soon as they realize it’s a Black-owned brand. I’ve even been told to “hide behind my brand”—that if I put a different face at the forefront, people would be more willing to buy. But I refuse to accept the idea that Black isn’t good enough.

I’m here to change that narrative.

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Why the Lack of Support?

There’s no one answer, but several challenges contribute to this issue:

1. Conditioned Consumer Habits
   Big brands have dominated our minds for generations. We’ve been programmed to trust mainstream labels without questioning why we overlook our own.

2. Perceived Value & Pricing Myths
   Some believe Black-owned brands are overpriced or lack quality. But the truth is, many of us operate with fewer resources, making competitive pricing a challenge. That doesn’t mean the quality isn’t there—it means we need support to grow and thrive.

3. Lack of Awareness
   Without massive marketing budgets, Black businesses rely on word-of-mouth. If we don’t actively seek out and promote them, they remain hidden.

4. Internalized Doubt
   Some hesitate to see a Black-owned business succeed. We’ve been conditioned to associate success with outside validation, rather than believing in our own.

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Why Supporting Small Black-Owned Businesses Matters

1. Keeps Money in Our Communities
   Supporting Black businesses strengthens our local economy and creates jobs for our people.

2. Builds Generational Wealth
   Every dollar spent at a Black-owned business creates opportunities for future generations.

3. Supports Innovation & Representation
   Black entrepreneurs bring unique, culturally rich products that mainstream brands often imitate—but without the authenticity.

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FMB Forever My Brother: More Than a Brand—A Movement

I built FMB Forever My Brother LLC on the foundation of loyalty, family, and community. This brand isn’t just about clothing—it’s about changing the way we see ourselves and our culture.

FMB's Mission:

• To provide comfortable, stylish, and affordable athleisure wear for the everyday person.
• To promote unity among family, friends, and the extended community.
• To be inclusive—welcoming everyone into a movement of support and brotherhood.
• To create an urban yet universal style that speaks to people of all backgrounds.

When you wear FMB, you’re not just wearing clothes—you’re making a statement that Black businesses matter.

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How We Change the Narrative

• Be Intentional: Seek out and support Black-owned brands.
• Spread the Word: Share, repost, and talk about Black businesses.
• Invest in Our Own: Every purchase builds the foundation for a stronger community.

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Final Thoughts: Black is More Than Enough

I refuse to believe that Black-owned brands aren’t worthy. I refuse to hide behind my business or let others dictate who gets to succeed. We are good enough. Our businesses are good enough.

It’s time we prove it—together.

💡 Support the movement. Visit FMBapparel.com and become part of something bigger.

Let’s stop questioning if Black brands deserve support—and start making it happen.