One of the original pioneers of streetwear born out of the Southern California skate culture of the 1990s, FUCT was founded in 1990 by artist Erik Brunetti and professionally skateboarder Natas Kaupas. Standing for Friends U Can't Trust, the name was also chosen to make people question its pronunciation, as they presented the brand as very corporate, often flipping the logos of famous corporate brands, subverting the original context by injecting their counter-cultural perspective.