Fufu

Fufu (also fugazi or just fake) refers to counterfeit items—replicas of authentic streetwear, sneakers, or accessories. The term carries strong negative connotation; wearing fufu is considered a serious breach of community norms, implying dishonesty about one's possessions and potentially deceiving others. Counterfeit production has become increasingly sophisticated, with 'high-tier' replicas requiring expert examination to distinguish from authentic pieces. The fufu market exists in tension with legitimate streetwear: it makes hyped designs accessible to those priced out of resale, but it undermines brand value, deceives buyers in resale transactions, and often involves unethical production. Different communities hold varying attitudes—some consider any replica wearing acceptable if one doesn't claim authenticity, while others consider it fundamentally dishonest. The term 'calling out' someone's fufu publicly is contentious, with debates over whether exposing fakes polices community standards or merely embarrasses people who couldn't afford retail.