Video has been a popular medium lately for labels to illustrate their direction and values. Here’s the official HD Video. Written, Directed and Scored by FUCT founder and creator Erik Brunetti, entitled “The Doctrine “ Part 1. It is a well executed short film and a good communication of the brand without overly exposed its products. I have to say, I’m looking forward for the launch of the part II, hope to see more surprises from him. Stay tuned and watch the first of the trilogy below.

Fuct collection is available through Tribute Jakarta.

“For 2010 I will begin presenting a trilogy of FUCT commercials, the next logical step, given the fact that I reference much from cinema pop culture. I feel this is a major push in the right direction for my brand within our industry, as we have the ability to do anything with the digital tools available to us.

My decision to take our home page one step farther, (i.e. actually making my own films, as opposed to showing films I reference) came via the Internet / hypesites, after reading about lesser, younger companies, as well as over paid art directors complaining about how ” it’s all been done, where can we go from here, streetwear is dead…etc.” I find those statements and sentiments defeatist. The sky is the limit as to what can be achieved. “

FUCT “The Doctrine” Pt. 1 from FUCT on Vimeo.