About Us
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OUR MISSION
Our mission is to inspire and motivate people to live without regret and accept challenges that are worth the risk.
OUR LOGO
Our logo is the asteRISK! In the beginning, Ricardo's father was not fond of the brand name. So, we thought of replacing a letter. Usually, we would take out the "U" and write "F*ck" but his sister, Reena, recommended that we put an asterisk to replace the letter "K". That's why you can see a "K" in the logo. Ricardo tried it but it loses it's image of being risque and everything that Fukitt stands for. So, he decided to take it out...but he saw that the removal of the asterisk symbolizes the FUKiTT mentality with the bold move of not hiding behind the asterisk. So, the FUKiTT logo was born!
The FUKiTT Company
From the beginning, FUKiTT clothing has captured its audience with the distinct edgy image that has set us apart from the rest. The more innovative your cause, the more it goes against tradition, so the more likely you are hit by a windfall of disapproval and complaints. But we are a company based on sound principles and backed by a committed group of people. “It’s not the goodness or badness of the name in an esthetic sense that determines the effectiveness of the message. It’s the appropriateness of the name, ” says Al Ries & Jack Trout in their book, Positioning.
Our mission is to inspire and motivate people to live life without regret and accept challenges worth the risk. This positive and infectious mentality is one of the main reasons for our fast growth. Our company has been successful because it is built around a passionate belief in a certain concept and a product that fits that concept. This belief is the foundation of our business.
We have grown with loyal supporters from our audience across the nation, all sharing the same attitude of living life to the fullest and taking risks. We don’t promote a specific extreme sport; we promote a lifestyle and mentality. The FUKiTT attitude just may be the one quality that gives you that “edge” over most ordinary people.
We also differentiate ourselves in that we support and back-up our mission with our website, creating a community that reflects the FUKiTT attitude. Our audiences are attracted to our message, inspired by our image and therefore relate with our products.
The people wear our clothing proudly because it represents a sense of personal being and not because of marketing or popularity. What do the clothing companies you wear stand for? We stand for living life to the fullest and accepting challenges worth the risk…FUKiTT!
It's just a very simple, yet powerful suggestion...say, "FUKiTT!"
About our staff
Our team is comprised of great people with diverse backgrounds and college degrees. We all share the same mentality to motivate and inspire others...which is why we're involved with the company! Most of our marketing is done with college students, graduates, and other people just spreading the word.
What makes us unique
While brands like Billabong, O'Neill, Volcom, etc. are doing increasingly well with a strong 'buy-in' to surf culture, it is becoming more about 'fashion' for people who couldn't give a damn about surfing and therefore weakening the underlying credibility of those brands with those who seek it. They fast look like they are 'selling out' to a young consumer who hates conformity.
In terms of credible urban brands therefore, it is relatively thin on the ground Volcom, Quiksilver, etc. have retrospectively gone after the surf, skateboard, BMX market from a purely commercial perspective and it is proving difficult for them to translate overtly strong surf values and twist them to be relevant to the inland, urban market. Of course, on the West coast and Florida, people know or were part of the organic connection between surfing and skateboarding. But to a kid who has never seen a wave in his life, those roots are more or less irrelevant. Add to that the fact that skateboarding, BMX, etc. are independent cultures and it increased the difficulty for these brands to get the foothold that they would like in urban/tribal markets.
So, to that extent, these brands do not offer something strong enough for the skateboard, BMX consumer who also sees urban music as an integral part of his life. There is therefore a gap in the market for a brand that can satisfy the criteria. I think that the brand architecture that you are developing for FUKiTT & RISKY is on the nail, and there is a love for the potential offensiveness of the name, which is extoled by these urban kids, not ignoring the message that you are sending out, which is totally where these kids are coming from too. Your surf involvement comes with equal measure of skateboard credibility and that is what is lacking in much of your potential competition.
-- Calum Richardson, Marketing Professional
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