Our Story


Fükitt is correctly and phonetically pronounced [foo-kit].

People who are persistent in pronouncing Fukitt incorrectly by saying [fuhk-it] sound stupid or [stoop-id], not [stuhp-id].

Don't believe us?  Copy and paste the sentence above and hear how it is pronounced in these text-to-speech software:

In case you need a reminder on the rules of the pronunciation of "u" then go to this link to read and watch the video.


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

    When I lost my brother to suicide, I learned that DEPRESSION or ANXIETY, just like HAPPINESS, is not the cause but it’s a temporary result based on our perspectives, not our situations. That's why rock stars commit suicide, while homeless people struggle to stay alive.

    Everyone knows to live life to the fullest yet we continuously complain about Mondays, traffic, or weather because it's just human nature to take life for granted.

    Sometimes we are inspired to be more hopeful when we hear a great story or to appreciate life more when someone passes away. But this sense of inspiration is temporary and all motivational quotes you're exposed to are meaningless unless you make a decision.

    You can't solve your problems BEFORE making a decision. Being accountable and making decisions is the only way to find solutions that allow you to quit the job you hate, let go of past trauma, go on vacation, or start your own business.

    That's why even though our brand is pronounced [FOO-KIT], we're hoping to persuade you to say "FUCK IT" since it’s a phrase that you only say to yourself AFTER you’ve already made a decision as a confirmation that you’re committed to following through with the decision you just made.

    Our brand acts as a reminder to change your perspectives that inspires and motivates people to make the decision to live life without regret and accept challenges worth the risk. It's a mentality, not a lifestyle.

    When you find yourself complaining or making excuses in your own pursuit of happiness, it’s NOT because it’s impossible…

    You just haven’t DECIDED to do it yet.

    -- Ricardo J. Zulueta, Jr., Founder of Fukitt


    Suicide Prevention Awareness RibbonSince our mission is to inspire and motivate people to live life and take risks, it only made sense that we support Suicide Prevention Awareness. Ricardo J. Zulueta, Jr., the founder of Fukitt, has personally experienced the loss of his oldest brother from suicide, which is why we are genuinely passionate in our mission.

    We are not just riding on the mainstream idea of "living life to the fullest" but Fükitt is actually an extension of the founder's personality and experience, which makes the brand truly authentic.

    Our company theme color is TEAL since this is one of the colors associated with suicide prevention. We believe that it is our duty to get involved in this fight because it is something that is very awkward and difficult to discuss. Ricardo uses his experience from the loss of his own brother to suicide and provides awareness for suicide prevention.

    Our goal is not only to prevent suicide but to influence and change people's mentality and perspective about life that often leads to depression, anxiety, and other mental issues that prevent their own pursuit of happiness.


    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 make the decision 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 brand that fits that concept. This belief is the foundation of our business.

    We have grown with loyal supporters from our audience across the world, all sharing the same attitude of living life to the fullest and taking risks. We don’t promote a specific lifestyle; we promote a mentality. The "fuck it" 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 "fuck it" concept. Our audiences are attracted to our message, inspired by our image and therefore relate to 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 without regret and accepting challenges worth the risk...

    JackAbout 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 our supporters just spreading the word.

    What makes us unique 

    "While brands like BillabongO'NeillVolcom, 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 is on the nail, and there is a love for the potential offensiveness of the name, which is extolled 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 the equal measure of skateboard credibility and that is what is lacking in much of your potential competition."

    -- Calum Richardson, Marketing Professional


    Our logo is the asteRISK!  In the beginning, Ricardo's father suggested decreasing the potential offensiveness of the brand being associated with the phrase, "fuck it".  Typically, we would replace the "u" and write "F*ck" with an asterisk when we try to censor ourselves but his sister, Reena Zulueta, 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 didn't make sense to maintain this image with every design.  So, he decided to extract it but he realized that the removal of the asterisk symbolizes the mentality we are trying to project by being proud and taking the risk instead of trying to censor something that is only offensive if you deliberately mispronounce it.  And so, the Fükitt logo was born!