That's us

The MOMENT we said F|CK YES

There’s a moment in life - a sharp, clear moment - when you realize you’re done settling. Done with just getting by, done with routines that numb you, done with living on autopilot. For us, that moment wasn’t wrapped in some dramatic scene with cinematic background music. It was quieter, but louder in its impact. It was the day we looked at each other and decided: Fuck Yes. 

Not the casual, half-hearted “fuck yes” you throw around when someone asks if you want pizza. No. This was the full-body, soul-shaking, burn-the-bridges kind of Fuck Yes. The kind that sticks. The kind that changes everything.

The START of LTFYP

We weren’t born into this mindset. A few years back, we were just two guys trapped in our own cycles, craving more but not knowing how to get it. Tired of feeling like life was something happening to us instead of something we were creating. So we decided to flip the script.

We started small. A workout when we didn’t feel like it. Saying “no” to comfort and “yes” to the uncomfortable things that forced us to grow. Stepping into nature not just to escape but to reconnect with who we are without the noise. Every day, making choices that whispered, then screamed: Fuck Yes.

What F|ck Yes Means to Us

It’s not about perfection. It’s about momentum.

It’s waking up and choosing the harder path because that’s where growth lives. It’s about embracing the challenge, not because it’s easy, but because it makes you better. It’s riding motorcycles with the wind punching your chest, reminding you you’re alive. It’s pushing your body in the gym, feeling every rep because you’re not just building muscle - you’re building discipline.

But it’s also the quiet stuff. The simple joy of a sunrise. The stillness of standing at the edge of a cliff, breathing in air that feels like freedom. The rawness of being present.

Our Mission: More Than Just a Brand

We didn’t start F|ck Yes to sell clothes. We started it because we believe in something bigger: Living the Fuck Yes Principle.

We’re here to inspire you to say “Fuck No” to the monotonous, soul-draining, beige-colored life you’ve been told is normal. To stop surviving and start living. To feel everything, risk failure, embrace the mess, and grow through it.

We’re not here to pretend we have it all figured out. We’re just two guys on the same journey, fighting the same battles, making the same choice every damn day: Fuck Yes to life.

So, what’s your Fuck Yes today?