We’ve been quiet. I know. Consumed with other things and an element of laziness. Inertia can be good or bad. In this case, the inertia of doing nothing is bad. (So is the inertia of eating pizza every night which is a god damn habit I need to kick!)
Well I’ve had enough. It’s time to do something here. Time to put some effort in. Time to invest. Shit doesn’t just happen; you need to make it happen!
We often get the question what is FuXk? What’s it mean? We need to get a hell of a lot better at answering this.
So what is FuXk? A brand? A way of living? A movement?
Yes! Yes! Yes!
All the above!
I tend to answer the question by describing it as an edgier version of “Life is Good” (@Lifeisgood).
What’s the meaning of Life is Good? At its core, Life is Good is about optimism. Their motto is “Do what you like, like what you do.” This is a theme that has broad-based appeal but also can be more narrowly targeted.
The two brothers that founded Life is Good explained this well in a 2012 article on ABCnews.com (http://abcnews.go.com/Business/brothers-life-good-logo-message/story?id=15481190)
The article says:
“People might think of the brand as catering mainly to Birkenstock-wearing Phish fans, but that’s not the whole story. “That’s one demographic,” said Bert Jacobs. “But you have every walk of life…everybody who sees the glass half full.””
Fun is at the Core of FuXk
Fun is at our core. This can be seen in our original description:
FuXk was created by people who are passionate about life.
You’ve no doubt heard the words “work hard, play hard” and that’s what we’re all about.
But we take it a step further by ensuring that no matter what Konditions we’re operating in and no matter how Xtreme, we’re having fun in the process.
Realizing that life takes so many turns, we wanted to make sure that having fun was never too distant from the center of people’s thoughts.
So whether it's grinding out your work day, rocking out at a concert or going through a tough personal ordeal we want you to make sure there’s at least an ounce of fun in everything you do.
What’s Fun Mean?
We all know what fun is, how it feels, and when we’re having it. But sometimes I think it’s an interesting exercise to revisit the official definition.
The only definition that doesn’t fit the bill for us is 3b. The other aspects we’re all about – amusement, enjoyment, mood. In fact, I’m even intrigued by “violent or excited activity!”
Fun is What We’re All About
It’s the common theme.
It’s about trying to have at least one ounce (and I prefer a minimum of 16 ounces or 20+ if you got it) every day, no matter what konditions you’re operating under, no matter how Xtreme.
On the topic of Xtreme, this can be in or out of your control. In my case, most of my Xtreme konditions are self-inflicted. Such as:
- Head banging for two days at the M3 Rock Festival (@M3RockFestival)
- Friday Happy Hours at the beach rocking out with Chris Button and Joe Mama (@JoeMamaDrums) at Crab Cake Factory
- Last week’s Cinco de Mayo festivities rocking out with Bryen O’Boyle (@BryenfmGG) and at La Palapa (@lapalapagrill).
- Being in the Snake Pit at the Metallica (@Metallica) concert.
Whatever Floats Your Boat; Just Have Fun
At FuXk, we don’t really care what you do to have Fun (if it’s legal and not at the detriment of others). The point is that you’re having it.
For me, as you might have figured out music has always been at the core of my Fun under Xtreme konditions.
It’s Time for Some Focus
One of the keys with starting a new business and/or brand is being focused and I think this has been one of our early struggles.
While we believe that FuXk is applicable to a wide range of customer segments, we are going to increase our focus on some specific customer segments.
We’ve gotten some good receptivity with the music crowd and particularly with the “rock” crowd. This is one area we are going to focus on to see if we can make something happen.
We will do this with our FuXk Original design as well as our new FuXk RoXk line.
Extreme sports are another area where we see an interesting play. We expect this to be another segment we focus on in the future. But first things first.
Feedback, Advice, Help – All Welcome!
FuXk is a new endeavor for us and we aren’t experts by any means. There is nothing more valuable than honest feedback, advice, and assistance. So, if you have ideas or know folks that can help us drive this please let us know.
Over and out…for now!
Rewind 24 hours….
This, my friends, is a true story. Met a buddy for a few brews at T Bonz. Lovely time overall.
Parked the FuXk Mobile up top to get some exposure at a busy intersection.
(Yes I know...I am a marketing whore. I can’t help it! I look for every chance to gain impressions whether that’s driving the FuXk Mobile, parking location, wearing a FuXk shirt on a daily basis, and giving out the popular FuXk koozie at bars).
It worked! Who walks in? Staci and Randy from Foreplay! They were there for other business but said they saw the FuXk Mobile! Cool!
Ran into my long, lost buddy Boo as well! Recounted some old times. Still vindictive though from when I left him a nasty voice mail 20 years ago about the Detroit Lions sucking! LOL! But back to the story.
So I got the tab and rolled out.
Walked the steps up towards car...and then…
“Hey Mister...I need to talk to you.”
Young man escorted by an older female.
Dude says “can you give me a ride down the road? My mom’s having chest pains and I need to get home.”
Lady: “I'm not comfortable driving him solo.”
Me: “In this day and age I don't put people in my car I don't know...but I'll be happy to call and pay for an Uber.”
Lady: “God bless you” or something like that.
A few minutes later with Uber en route. I see the lady pull back up in her car. “I need to talk to you...no not you (dude)...him (me!)”
Lady: “Had to come back and tell you...I'm not sure you should do this...he’s not right...see that ambulance over there...well they called the cops to come get this guy.”
Me: “Say what!”
Dude: “Please Mr. just get me out of here...they’re going to lock me back up!”
Me: (inside voice “What da FuXk!”) - “I can't do that.”
Cancel Uber. Dude walks away. Cop car rolls up.
Ambulance dudes get out and talk to cop.
I walk towards them and tell them what happened, what he said and that he went into the 7-11.
Ambulance dude: “Man he’s crazy...the dude jumped out of back of ambulance at the light.”
Me: “Holy sheep shit! Guess I can check this off my bucket list!”
Ambulance dude: “Me too!”
Got in my car. Watched the cops escort him across the parking lot back to the ambulance.
Dude starts ripping his t-shirt to shreds (fortunately it wasn't a FuXk shirt but maybe it should have been! Could have been great exposure!).
Cops were cool. No physical issues. Handled it well. I drove off.
Assume the psycho was reinserted back into the ambulance.
Great “Googly Moogly!”
And that's the truth.
Ding dong...pizza man just arrived...gotta go!
It’s hard to believe that in just less than two months we’ve gone from the creation of the FuXk concept to launching with our initial apparel line at fuxkgear.com.
We get many questions about how this came about. On May 25th, 2016, while driving to a mid-week afternoon Nationals game, the word fuxxxxxxx was voiced by Phil from Philly in reaction to something. There was a lot going on at the time so it’s tough to attribute what the reaction was and frankly there were a lot of those flying around those days.
My reaction - fuxxxx….how do you spell that...does it have an X? After a few minutes of thought, it occurred to me that a change in spelling could be interesting with a capital “F” and a capital “X.”
The FuXk convention was born!
However, that wasn’t enough. While we viewed the convention to be interesting, we felt it had to mean something.
My mind started working and within and within seconds I came up with “Fun under Xtreme konditions.”
Of course it didn’t come out that clean. It was more like “fun...fun under....Extreme with an X works that’s been done before....what can be extreme….conditions...we can work that in with a k...why not!”
As I now reflect on it - this meaning came about for a reason. People tend to associate with other people that have common interests. As my wife, Michele would tell you I’m all about having fun. Work hard but play hard. So is she though a little less Xtreme than myself. And Phil from Philly is the same way.
A few hours later after several cocktails I decided to file a trademark application. Michele, the creative one, came up with our initial design, which is the FuXk logo you see today.
We all thought it was cool. The first shirt was actually printed in our beach house in Ocean City. Well printed is a bit overboard. It was heat pressed with an iron on the bed!
Over the next few months, we solicited feedback, which was overwhelmingly positive. We came up with multiple FuXk designs. Designed and launched our website. Registered our LLC with the State of Maryland and procured the appropriate licenses. We also conducted a lot of pre marketing giving away koozies and t-shirts in an effort to jump start the FuXk movement.
I’ll close with two items that I’ll follow back up with more detail on.
How do you pronounce FuXk? Exactly as you think you do. It makes me think of the opening scene from the 2H of Walking Dead Season 6 during the road scene “come on...can we not...ok?” Yes the “K” is silent.
What is FuXk aka “Fun under Xtreme konditions?” At a high level what we are looking to drive is a brand. Think of it as an edgier version of a brand like “Life Is Good.” That said, brands have to mean something. So in the coming weeks we’ll explore the many angles to the meaning of FuXk. We’d also love to solicit the feedback of our supporters and customers to hear how you think about the meaning.
Well there’s a lot more to talk about but have to run as we are minutes away from launch.
Special thanks to the FuXk team for all the hard work.
Where this goes who knows and frankly I’m not sure we really give a FuXk!