Fükitt Clothing

While brands like Billabong, O'Neill, Volcom, 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 & RISKY is on the nail, and there is a love for the potential offensiveness of the name, which is extoled 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 equal measure of skateboard credibility and that is what is lacking in much of your potential competition.

-- Calum Richardson, Marketing Professional