Erik Brunetti started FUCT (Friends You Can't Trust) a little over twenty years ago to be the perfect embodiment of his attitude; part biker, part skater, part cowboy, and part punk. The brand is considered by many to be the epitome of what streetwear was about before it hit the big time, with Larry Clark—director, photographer and all around cultural authority—considering it so culturally important, he donated his huge collection of FUCT memorabilia to a university so that it could be archived for future generations to appreciate.
After years of success, Brunetti decided to start a Japan-based premium line to run alongside FUCT, and SSDD (Same Shit Different Day—a Vietnam war reference) was born. Maintaining the streetwear aesthetics, SSDD incorporates classic Americana, drawing inspiration from the era in American history where the country's kids fell in love with politics and Rock and Roll. When people questioned his motives for basing it in Japan, Brunetti vehemently defended his decision, claiming that the Japanese “understand American pop culture better than most Americans.”
The collection is as vast and as impressive as usual, offering up joggers, jackets, shirts and knitwear, all sporting typical SSDD designs. Standout pieces include the Parka, which is definitely going to come in handy this winter, the plaid work jacket, and the SSDD knitted sweater.
Take a look at the rest of the “Put Your Money Where Your Mouth Is” lookbook below, and keep an eye on the FUCT webstore for the collection to release.