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FUCT enters an interesting time for the brand as founder Erik Brunetti embarks on an all new creative venture with the unveiling of the first of a series of cinematic short films. With a strong voice and the talent evident over his graphical work, we very much look forward to the first of a three part commercial series. Part 1′s “The Doctrine” will be presented via FUCT.com.
For 2010 I will begin presenting a trilogy of FUCT commercials, the next logical step, given the fact that I reference much from cinema pop culture. I feel this is a major push in the right direction for my brand within our industry, as we have the ability to do anything with the digital tools available to us.
My decision to take our home page one step farther, (i.e. actually making my own films, as opposed to showing films I reference) came via the Internet / hypesites, after reading about lesser, younger companies, as well as over paid art directors complaining about how ” it’s all been done, where can we go from here, streetwear is dead…etc.” I find those statements and sentiments defeatist. The sky is the limit as to what can be achieved.