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"To inspire and motivate people to make the decision to live life without regret and accept challenges that are worth the risk."

When our founder, Ricardo Zulueta, lost his brother to suicide, it didn't inspire him to start Fükitt, but it did lead to a profound realization that shaped his passion for the brand’s mission. He understood that emotions—whether depression, anxiety, or happiness—aren't permanent states. They’re temporary outcomes of our perspectives, not our circumstances.

While we often hear the phrase 'live life to the fullest,' what we truly need are constant reminders to shift our perspectives, because that’s what drives our decisions. This understanding fuels our mission. We’re here to remind you that you have the power to change your perspective, see beyond temporary emotions, and make decisions that transform your life.

Our message encourages you to look past fleeting emotions, make bold choices, and embrace life’s uncertainties. Every time you wear Fükitt, it’s a reminder that real change begins with a decision—because nothing shifts until you decide.

Breakdown of Our Mission

• "To inspire people": We're here to shift perspectives, to ignite that spark that makes you see your purpose clearly.
• "To make the decision": When you say "fuck it," it's not the start—it's the commitment. It's your guarantee to yourself that you're all in, no turning back.
• "To live life without regret": Regrets are the ghosts of decisions unmade, risks untaken. We're here to help you forgive your past self and empower your future self.
• "Accept challenges worth the risk": Fear is the gatekeeper to growth. We're here to help you recognize which gates are worth pushing through.

Clothing as a Catalyst for Change

We chose clothing as our medium because what we wear is more than fabric—it's a statement of identity, a daily affirmation, a silent yet powerful reminder of who we are and who we want to be.

Every time you put on Fükitt, you're not just getting dressed. You're armoring yourself with confidence. You're wearing a reminder that you have the power to make decisions that shape your life. You're carrying our mission with you, close to your skin, visible to the world.

Our apparel isn't just about looking stylish—it's about feeling empowered. It's about carrying a piece of motivation with you wherever you go. When you catch a glimpse of our logo in the mirror, when someone asks about your Fükitt gear, you're reminded of the decision you've made to live boldly, to embrace challenges, to say "fuck it" to make the decision to live life without regret and accept challenges worth the risk.

Join Our Mission

You're not just buying our products—you're joining a movement. You're becoming part of a community who aligns yourself with a mission to inspire not just yourself, but others around you.

Our brand touches other people's lives, sparks inspiration for those who might need it, by simply sharing your own personal experiences with the Fükitt mentality. You become part of a mission to improve lives by helping others change their perspectives, embrace risks, and live without regret. That's the power of our mission, and it starts with you. 

Every Fükitt product you wear let's the world know: "I choose to live. I choose to decide. I choose to embrace life's challenges." It's a reminder to yourself and an inspiration to others that nothing changes until you decide to make a change.

Remember: Your life only changes when you embrace our mission and make the decision to live it, every single day. Your life doesn't change when you buy our products, but we're hoping they inspire and remind you of our mission...your mission...to make the decision to live life without regret and accept challenges worth the risk.

Become part of the Fükitt Family.