An upcoming book published by Rizzoli focuses on the 20 year history of legendary streetwear brand Fuct. Since the brand’s inception Fuct has helped defined the streetwear genre with now common practices such as logo flips. Known for it’s subversive graphics, few know that Fuct was the popular streetwear brand to use a film still (namely Goodfellas) as one of it’s prints. The October issue of Dazed & Confused has a profile with the brand’s founder Erik Brunetti. The below quote from him describes how he began Fuct.
“I started my brand with my own money. I think that’s the reason the brand never got big, because it never had that big money push that a lot of people have with brands now. Nowadays people start brands and they basically have some sort of business plan or some method of how they’re going to try and do it. When I started FUCT there was no plan. We did not have a target market or a demographic. That would insinuate that I had a plan… I think people give it more credit. We didn’t have focus groups or boardroom meetings. I don’t think there’s a message or an agenda. At the end of the day it’s just a subversive clothing brand.
Photos via Dazed
More images from Fuct’s archive after the jump