Fuct

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  FUCT The Fuct x David Mann Shakedown Tee

In 1990 artist, graffiti writer and designer Erik Brunetti (also known as DEN ONE) created the revolutionary brand Fuct. The label, which was born in Brunetti’s Venice, California home, is famous for introducing the “Planet of the Apes” shirts in 1993, Vietnam war & World War II-inspired pieces, and most recently, rock and roll iconography line. Fuct is inspired by graffiti culture, skateboarding, and punk-rock music. Throughout the years, Fuct has drawn a huge fanbase, including celebrities Keith Richards, Larry Clark, Julian Schnabel, and members of the band Slayer.

Brunetti, who is responsible for about 90% of Fuct designs, is tagged as the creator of subversive streetwear – which is a type of design that is inspired by the situationist movement. This movement involves subtly re-appropriating and changing various pop culture iconography and promoting anti-government and anti-religion campaigns. Fuct apparel often provokes emotions, especially with its share with corporate identity and political systems.

As Brunetti states in his own words: “I believe we went to, created and explored many things other companies were not willing to do. FUCT created the ’subversive streetwear’ of this generation… FUCT took risks. We had no politcal agenda, nor did we stand behind any PC beliefs… Most of the ‘other’ street wear companies live vicariously through FUCT.”

In addition to provoking emotions, Fuct apparel continue to evoke gasps and “oohs and aahs” with its fabric choice. One of the most notable fabrics being the Mossy Oak Camo Fleece. Fuct has also collaborated with Krudmart and Shawn Mortensen to come up with limited edition shirts, which fans find irresistible to buy.

True to its free-spirited thinking, Fuct gains inspiration from the exuberance and freedom of the 1960’s era. With that in mind, Fuct has also launched the Love Awareness Program, which is according to Brunetti, “It’s about forcing love into peoples eyes. By any means necessary.”

The company is credited to be one of the pioneers of the situationist movement, along with brands Stussy, Pop Shop by Keith Harring and Japan-based Hysteric Glamour. Fuct, alongside these brands, have come up with a number of skateboard deck artworks, apparel designs, and Zippo lighter designs.

Despite taking a short hiatus and making a comeback in 2006, Fuct has been stronger than ever. Regarding its break, Brunetti says: “I got fed up with the ’street wear’ industry. It became over saturated with 100’s of companies, so I simply stopped. I just made art and played music for 2 years.”

Now, Fuct is again back at the top of the game. Recently, Fuct has launched its subsidiary line, Same Shit Different Day (SSDD). The apparel is available in select stores in the US and Japan. Fuct has also collaborated with talented artists Misha, Larry Clark, and Push Head. A Fuct Kids Collection, in coordination with Hysteric Glamour, was also launched in 2007.

Just as frank as Fuct clothes, Brunetti takes in high regard the authenticity of his clothes. There were certain instances in which bootlegging became a problem with Fuct. When that happened, the company prevented that from happening by banning the entire country from receiving stocks of Fuct clothes.

“No one wants to buy a fake, so if you constantly update your image, graphics and etcetera; it makes it more difficult for counterfeiters to keep up,” he said in his Format Magazine interview.

There is no doubt that Fuct will continue to influence present and future generations of streetwear industries. So have your piece in streetwear fashion industry.