FU’s is an acronym for Fuck
You Steinberg.

Having been rejected for the rights to sell their collection in fashion outlet UFO (Steinberg was the owner), the founders of this 60’s denim brand reacted by creating FU’s so they could do it themselves.

FU’s thrived throughout the 70’s, representing strong anti-establishment values and the world of the alternative. Across the next twenty years, the brand went through various incarnations from being stocked in Gap to riding the wave of the Manchester Baggies in the late 1980’s, until it was finally being bought by established British workwear manufacture Lee Cooper.

It was Lee Cooper who approached Odd to redefine FU’s, with the ambition of making it one of the world’s elite denim brands.

In a market full of vintage frauds, we recommended FU’s leverage
its own historical value and authenticity. We wanted to express all the history and emotion wrapped up in the original brand but give it a modern twist. The creative strategy ‘Kill for Peace’ contrasts today’s confused political values with
the brands heritage.

Partnering with top British designer Nigel Cabourn, globally renowned for his unique approach to vintage and utility clothing, we worked from the bottom up to define the brands positioning, product range and marketing. Rivets and all.

The resulting brand manifesto,
look book and supporting sales collateral successfully re-launched the brand and secured global distribution in outlets including Harvey Nichols, Colette and A-Life.