Jenkem Magazine
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Jenkem Magazine
Jenkem Magazine

FUCT‘s Erik Brunetti has never been one to mince words and in his recent interview with Jenkem Magazine He spoke frankly about his thoughts on Supreme, brand authenticity, high fashion collaborations, and PC culture.

We’ve pulled some of the most illuminating and provocative quotes from the interview to give a sense of where FUCT is going and what Brunetti thinks of his peers.

Take a look below.

On what his recent Supreme Court win means for FUCT

“I’ll be able to shut down the tremendous amount of bootlegging that’s been happening for years. It will also enable me to eventually sell the brand if I so choose. In regards to other brands, it’s going to allow Jason Dill to register his brand [Fucking Awesome]. Therefore he’d be able to expand from where they already are, for example.”

On the recent FUCT resurgence

“It’s not really a resurgence, it’s funny that people say that. I was primarily selling in Japan for the past eight years and it was too expensive to purchase product in the United States, therefore it was hard to get here. Shipping from Japan was $25. Now we’re back in the US completely so that’s why people may think, “FUCT’s back!” But we really never went away.”

On the name

“We wanted to start a graphic design company but we needed a name for it. We thought it would be clever to call the brand FUCT and present it [as] very corporate, so you had to question the pronunciation of the name based on the way it looked. It was very premeditated. We didn’t wanna just call it FUCT to make it look crazy. We wanted it to be confusing.”

On working with Steve Rocco

“Without Steve Rocco, I think streetwear would not exist. What Rocco was doing at World with all the image appropriation — like when he did all the Powell Peralta parodies — he did other brands as well. What World Industries was doing at that time, was the beginning, or the opus of all this image appropriation.”

On today’s supposed “PC culture”

“There are people that lurk around the internet to look for something that someone said 20 years ago and then do a public crucifixion. That sort of goes against everything skateboarding and punk stood for. These people that do that kind of shit are basically cops. Everyone on Twitter says, “Fuck the cops,” but they’re the ones acting like cops.”

On cultivating a brand versus just selling product

“You have to learn to separate yourself from the brand or the product. I’m sure anyone that has had a company that’s been around longer than 15 years would agree with this. Sometimes, your own personal taste will influence what you’re putting out. What people don’t realize is that the owners and designers of brands, like me, get older but our consumers get younger. Certain owners don’t accept when they need to step back and put their personal taste aside and let younger designers do the designing, or step away from the brand completely. You need to be able to adapt and not keep the brand so rigid. It needs to appeal to consumers and they are around 16-25. The things that the 40 or 50 year old man is into is not what those kids are into.”

On small brands collaborating with large fashion houses

“A lot of these streetwear brands—and when I say “a lot” I mean like five or six—they immediately start putting their heads up the asses of these fashion houses. They are looking for clout. I’m looking at them thinking, your brand has been around two years, three years max, and you’re already trying to collaborate with some major fashion house? To me that seems absurd. It’s not a paying the dues thing, they just don’t have the eye visually or they don’t understand it well enough.
The reason I think it’s a bad idea for a younger brand to collaborate with a large fashion brand—I’m talking about a Martin Margiela or Prada or Gucci—it’s difficult to work with a brand like that if your company is new. You’re setting the bar really high for yourself, so after that collab happens, there’s nowhere to go. That’s where you see those brands lose their perspective and they lose their direction and that’s when you start to see them do weird and crazy shit and make bad decisions.”

Weekend Staff Writer

Isabelle is an Australian writer based in Berlin.

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