French Connection is reviving its controversial FCUK logo in the form of an exclusive unisex capsule collection designed in collaboration with Urban Outfitters.
The FCUK slogan was created in 1997 by the marketing team at French Connection in an attempt to revitalise the brand. The campaign was hugely successful and FCUK hoodies tshirts and hats were some of the most popular fashion items of the ‘90s, despite complaints from the Advertising Standards Authority and other official bodies.
The logo was dropped in 2005 as its popularity had waned but is now being introduced for a new generation, following the trend of other nostalgic fashion brand revivals such as Fila, Champion, and Kappa.
The collection, currently available only in the US, includes classic FCUK tees, hoodies, and sweatshirts with prices ranging from £30 to £98. The brand has also created a @FCUK Instagram account to promote the collection. The UK French Connection website also has its own range of FCUK tees priced at £25.