Fuct

FUCT is one of the most controversial brands in the realm of streetwear, beginning with the name – that stands for Friends U Can’t Trust – but sounds so close to the most common forbidden word, testifying the riotous approach of its co-founder, the streetwear veteran Erik Brunetti, that brings him till the Supreme Court to have the name finally registered in 2019. That’s only the top for a label whose messages are so provocative in their anti-institutional nature to be endorsed by the most unruly subcultural individuals. In 2019, the Supreme Court permits the registration of FUCT’s trademark and stops the proliferation of unofficial bootleg, a specialty of the Los Angeles-born brand that makes a name for itself when Rage Against the Machine frontman Zack de la Rocha wears a t-shirt with the later-iconic Ford logo rip-off in the video for Bullet in the Head in 1992. Another counterculture personality who endorses FUCT since the beginning is Dave Grohl, shot wearing a baseball hat in one of Nirvana’s most memorable photoshoots. The grunge band represents a longtime inspiration for the brand, which uses the recognizable Nirvana’s type character for long sleeve t-shirts over the years, repurposing the sick smile icon, up to a dedicated lookbook for the 2013 SS collection. The brand is born in Venice Beach in the early 90s when it is still called Dogtown, founded by Erik Brunetti and Natas Kaupas, who meet through their mutual affiliation with the skateboarding company World Industries. FUCT releases only a skate tape, “Random Acts of Kindness”, in 1998, shot between New York and Los Angeles, featuring local skaters and upcoming graffiti writers close to the brand. FUCT, among Supreme and Stüssy, represents a seminal brand in the development of what is nowadays called street culture, in the years when a hoodie isn’t just a hoodie, and any logo is fond into an ideology and manifests a common vision. As Brunetti told the New York Times: “In the early ’90s, we were all rooted in some sort of subculture. For example, skateboarding or graffiti or punk rock. Versus brands today, they’re not really rooted in any sort of subculture. They just sort of appeared out of nowhere.” The mindset has been unchanged for over 30 years, consolidating him as a pioneer and one of the most controversial personalities and artists. Brunetti’s works are exhibited all over the world, and his Rizzoli New York book is a never-miss for any streetwear estimator. FUCT has now opened an Italian branch.
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