There are two schools of thought when it comes to Erik Brunetti. The uninitiated tend to see him as streetwear’s version of The Simpson’s “Old Man Yells at Cloud”—he is opinionated and unapologetic. For others, particularly those of a certain age, he is the godfather of modern streetwear—despite the fact that he hates streetwear. If Erik Brunetti and Natas Kaupas had launched FUCT in 2018 it would be decried as another brand polluting streetwear and fashion with quick logo flips. But Brunetti and then-partner Kaupas—a California skateboarding legend—didn’t launch FUCT in 2018, they launched it 28 years ago, in 1990.

FUCT is not merely another streetwear brand and it isn’t just another brand hopping on the graphics-heavy bandwagon. FUCT hasn’t recently discovered the art of the logo-flip, nor has it suddenly found a political voice in uncertain and tumultuous times. No, FUCT is, and always will be, the originator of a brand of street fashion that makes people uncomfortable. As Brunetti recently told London-based Goodhood, “literally everything you see in the industry, there’s a line that goes directly back to FUCT.”

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