Fucking Awesome

Fucking Awesome (often FA) was founded in 2007 in Los Angeles by Jason Dill and Anthony Van Engelen, two former Alien Workshop skateboarders who left to build their own skate-anchored streetwear brand and skateboard-deck company. The brand's foundational thesis was specific: produce skate-board graphics and apparel that read as anti-corporate, deliberately provocative, image-saturated artefacts of West Coast skate culture, with deliberate refusal of the polished-brand-marketing approach of the larger US skate brands. The Fucking Awesome vocabulary settled around several recurring elements: heavyweight cotton tees and hoodies with the brand's iconic 'class-photo'-style logo graphics (Dill's high-school yearbook photo became the brand's iconic graphic), deliberately controversial graphic-board-deck art, the long-running collaboration with Hockey skateboards (the affiliated brand Van Engelen and Dill operate separately), and a continuous run of Nike SB Dunk Low collaborations (the FA × Nike SB 'Black Hyper Royal' became one of the most-collected SB Dunks of the 2010s). The brand is independent and held by Dill and Van Engelen. Fucking Awesome operates a flagship in Los Angeles (Fairfax Avenue), New York (Soho), plus international wholesale through Supreme stores globally, Dover Street Market, Slam Jam Milan, and a small set of carefully chosen skate-specialty retailers in Japan, Europe, and Australia. Few US skate brands of the post-2005 generation have built such a culturally specific anti-marketing image-anchored vocabulary while becoming a continuously legible reference point in the streetwear-collector conversation.