Our Story

More Than Just a Name

What makes Fükitt truly unique isn’t just the name—it’s the mentality behind it. While many brands promote positive messages and motivational quotes, they are really just making suggestions. A brand like Nike can tell you to "just do it" a million times, but that doesn’t guarantee you’ll make the decision to act.

Even though Fükitt is correctly pronounced "foo-kit", it immediately brings to mind the phrase "fuck it"—a phrase we say only when we’ve already made a decision. It’s a moment of clarity, a personal confirmation that you’re committed to moving forward. Unlike motivational slogans, "fuck it" isn’t about trying; it’s about deciding. It’s the point where hesitation ends, and action begins.

That’s what makes us different. You can hear "just do it" countless times, but the moment you say "fuck it," something shifts. It’s not just a suggestion—it’s a commitment to yourself. At Fükitt, we’ve built our brand around that powerful moment when a person decides to live life without regret, to embrace challenges that are worth the risk, and to stop being held back by fear or past mistakes.

We understand that moving forward in life isn’t always easy. Often, people feel stuck—either trapped by regret over a past decision or too scared of the potential consequences of the unknown. Fükitt is about breaking free from that paralysis.

Our mission is to inspire people to forgive themselves, to stop dwelling on things they can’t change, and to take bold action. We want to empower people to recognize that fear and uncertainty are simply part of growth, and the real challenge is deciding which risks are worth taking.

By focusing on this idea, we’ve created something more than just a brand—we’ve sparked a movement that empowers people to take control of their lives. Fükitt isn’t just about inspiration; it’s about making a decision and living it.

The Fükitt Philosophy

We're not just another lifestyle brand – we're a movement, a philosophy, and a call to arms for those ready to embrace life without regrets and accept challenges worth the risk.

What if we could capture that pivotal moment when someone decides to take the leap, to push past their fears and doubts? That instant when you say "fuck it" and commit to something that scares you, excites you, and has the potential to change your life.

Our philosophy resonates with anyone who's ever felt stuck, anyone who's dreamed of something more but hesitated to reach for it. Whether you're a surfer, a CEO, a student, or someone simply seeking more from life, Fükitt is your reminder that change begins with a decision.

Our brand 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.

"It's a mentality, not a lifestyle."

We're not just another lifestyle brand. You're embracing a mentality that connects you to others who share the same values. People are drawn to Fükitt because it resonates with their desire to improve themselves. Many of our supporters have shared how our message helped them find strength during difficult times, turning the brand into a source of empowerment.

There are so many people trapped in cycles of complaint, inaction, and regret with dreams gathering dust, waiting for the "perfect moment" that never comes. That's when we realized – the world doesn't need another T-shirt. It needs a wake-up call.

Fükitt isn't about recklessness. It's about calculated risks and purposeful living. It's for the surfer eyeing that intimidating wave, the entrepreneur on the brink of launching their passion project, and anyone who's ever stood at the crossroads of comfort and growth.

We believe that feelings – whether it's anxiety, depression, or even happiness – are temporary. They're shaped by our perspective, not our circumstances. True freedom comes when you decide to shift that perspective and embrace life without regret.

Our mission goes beyond apparel. Every Fükitt product serves as a tangible reminder to make the decision to live life without regret and accept challenges worth the risk.

When you wear Fükitt, you're not just wearing a brand. You're carrying a philosophy. You're joining a community of individuals committed to living life on their own terms. You're reminding yourself and others that nothing changes until you decide to change it.

So, the next time you find yourself hesitating, making excuses, or taking life for granted, remember: it's not because it's impossible. You just haven't decided to do it yet.

Our Logo

Ricardo's father initially suggested modifying the brand name to reduce its potential offensiveness. While the common practice is to censor "fuck" as "f*ck," Ricardo's sister, Reena Zulueta, proposed a unique twist: replacing the "k" with an asterisk instead.

Ricardo experimented with this design but found it impractical to maintain across all products. As he considered removing the asterisk entirely, he had a revelation: the uncensored name perfectly aligned with the brand's message of boldness and authenticity.

The decision to remove the asterisk without censorship became a powerful statement. It challenges people to look beyond initial impressions and recognize the brand's true pronunciation and meaning.

The logo now stands as a symbol of:

• Courage to take risks
• Authenticity in self-expression
• Embracing challenges head-on

This evolution of the Fükitt logo reflects the brand's mission to inspire and motivate people to live life without regret and accept challenges worth the risk