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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

Can French Connection make FCUK fashionable again?

French Connection United Kingdom Asos North America
A new French Connection sweatshirt and sweatpant design sporting the fabled logo FCUK.
A new French Connection sweatshirt and sweatpant design sporting the FCUK slogan. Photograph: French Connection

French Connection is back on the trail of global expansion with the aid of its cheeky initials-based slogan that made it so popular in the late 1990s.

The label once known for clothes bearing FCUK is seeking to reinvent itself again under the ownership of a group of British entrepreneurs based in the north of England who rescued it in 2021.

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