French connection takes its logo-centric brand fcuk direct

by Stephen Garner

French Connection is spinning off its logo-centric brand FCUK.

FCUK will exist as a separate brand from French Connection, one that is both forward-thinking – designed to reflect the climate of youth culture – and more exclusive. It will only be available on and at select specialty retailers starting Friday, October 25th.

The online marketplace will offer the brand’s genderless basics and new fashion-forward styles. Standouts include military-infused options such as a patchwork camouflage-patterned t-shirt, as well as more technical pieces, including iridescent reflective wind jacket and joggers. Prices range from $28 to $248.

“FCUK already has a loyal community that is passionate about the brand. Going direct-to-consumer will allow us to build a stronger relationship with the customer,” said Carolyn Glynos, president of French Connection U.S. “It is important that we offer an authentic experience with active engagement between brand and consumer.”

“The FCUK brand has always been irreverent and disruptive. It is deeply rooted in our heritage and the new generation has naturally connected with it,” Glynos added. “Our goal is to empower them to express themselves through their individual style and to have fun while doing it.”