PT

FUCKWEAR

Since 2005 · São Paulo, Brazil

The FUCKWEAR logo lit up on the front of Alessandro Damasceno’s sunglasses counter
  1. 2004

    Walks out of a Sebrae entrepreneurship seminar with twelve pairs of sunglasses to resell. Sells all twelve and puts the money back in.

  2. November 19 and 20, 2005

    First FUCKWEAR event, at Mercado Mundo Mix in Praça Roosevelt.

  3. 2005 to 2011

    More than 120 events with the 1966 Kombi and the pop-up store, at the major music and fashion festivals of the day, from Skol Beats to Mercado Mundo Mix. Every one of them profitable.

  4. 2008

    A second FUCKWEAR Kombi, a 1975.

  5. September 2009

    Honored by the Prêmio Jovem Brasileiro.

  6. Christmas 2009

    Buys fifty thousand original vintage frames in a single deal. The Original Vintage operation begins.

  7. 2010

    Opens at Oscar Freire 720: a store for the public and a wholesale showroom for original vintage eyewear.

  8. 2010

    Front page of the Folha de S.Paulo business section.

  9. April 2011

    Opens the first Brazilian store on the Facebook platform, covered by G1.

Alessandro Damasceno and his brother Marco selling sunglasses at the FUCKWEAR counter, the brand’s first event, Mercado Mundo Mix, Praça Roosevelt, São Paulo, 2005
Alessandro Damasceno and his brother Marco at the first FUCKWEAR event, Praça Roosevelt, 2005
Front of the FUCKWEAR 1966 Volkswagen Kombi, owned by Alessandro Damasceno, with the brand logo on the windshield
1966 Volkswagen Kombi
Alessandro Damasceno, founder of FUCKWEAR, behind the brand’s sunglasses counter at Skol Beats 2006, São Paulo
Alessandro Damasceno, Skol Beats, 2006
FUCKWEAR I love fuck sticker on a car dashboard
The sticker
FUCKWEAR pop-up store, its sunglasses counter set up in front of the 1966 Kombi at Mercado Mundo Mix, Memorial da América Latina, São Paulo. A brand by Alessandro Damasceno.
FUCKWEAR pop-up store and the 1966 Kombi, Mercado Mundo Mix, São Paulo
FUCKWEAR 2006 ad featuring the fk.hot.rod sunglasses
fk.hot.rod campaign, 2006
Prêmio Jovem Brasileiro plaque honoring FUCK, Alessandro Damasceno’s brand, São Paulo, September 15, 2009
Prêmio Jovem Brasileiro, September 15, 2009

No fixed store, no media budget.The name did the work.