So goes the legend.
French Connection was starting out as a regular apparel maker. They were making regular clothes for regular people. Not even models. They didn’t have a way to make you pay a bomb to wear that stuff. So they approached an advertising agency, desperate to find a niche. And they found much more.
The advertising guys beat their heads about it. Then this little stroke of luck happened. The agency brief was faxed to one of the Creative people. The title read, “French Connection (U.K)”
That was it.
A look was all it took, and a spark. ‘FUCK’ must have been yelled. FCUK. That’s how the brand was going to sell. The golden formula was found!