Erik Brunetti: Behind The Doctrine | Hypebeast

When you first launched the inaugural video a little while ago, you made reference to the current “defeatist” attitude plaguing various aspects of the industry. Is your view with an optimistic perspective something you’ve maintained throughout the years or more of a recent revelation that helped spawn this current creative outlet?

It is not an optimistic perspective per say, I have always maintained ideas and ideals that are outside of the box. I wouldn’t necessarily call that being an optimist. My decision to present FUCT in a cinematic format is an idea I have maintained for well over a year, but I never got around to executing it properly due to my tremendous workload. My comment in reference to the industry being plagued with a defeatist attitude is exactly that. It speaks for itself. Complacent and unoriginal. I addressed this earlier. With this recent project, I wanted to bring the FUCT consumer into a fictitious world, I wanted to give them something to sink their teeth into, something more than a t-shirt or garment. I want the experience to continue for them.

In regards to the clothing line itself, what can we expect on the horizon? With the creation of the SSDD (Same Shit Different Day) line, was there a particular reason to keep it focused mostly for the Japanese market?

As to what to expect? We have some really great surprises coming. I just keep doing what I like, and hope the consumers will like it as well. I would never release an item I did not like aesthetically. The reason we produce and sell the SSDD line exclusively in Japan is due to a variety of reasons. The first and foremost is quality. Japan has by far the best garment quality and construction. The SSDD line is primarily American heritage and military-themed. It is difficult to sell Americana to Americans. I realize there are people who are hyped about having it available in America; But that move would not justify the price points the line would have to demand per garment as well as the sizing issues. I have a great group of people I work with in Tokyo, with a built-in infrastructure, it makes the production move smoothly. To do this in America, it would require building a new infrastructure and hiring. I am not interested in that nightmare. I have been down that road before. These days, I prefer to run my business lean and as profitable as possible.

Following your movements and personal blog updates in the past, one could say you aren’t afraid to provide your own opinion and insight into the various political conflicts and affairs taking place across the world. But having said that, do you feel that fashion and politics can ever serve as complimentary cultural platforms? Or are they best seen as separate entities that shouldn’t intersect?

Yes, I do feel that they can serve as complimentary cultural platforms, not only with fashion, but all the arts. I also believe it depends on how knowledgeable one is with discussing and or addressing world affairs and politics as well as how it is presented. If you have a voice and a platform, by all means use it. Be free.

Thanks a lot for the opportunity Erik, any last words? And when can we expect part 2 of the video project to drop?

My pleasure. Check Fuct.com for the second clip, it will be up soon.