Meet SUBTLE – Our New Design

SUBTLE is an excellent name for this design because the definition of SUBTLE is as varied as the interpretations of the meaning of Raised Fist. 

Given the heavy correlation between rock music and the Raised Fist, we could have easily just named it Fist and made it an extension of our ROXK line.  

It certainly has a place in that line but just putting it there would be an insult to the versatility and applicability of this design.

The Meaning of SUBTLE

The word SUBTLE has multiple definitions on illustrating the variability and versatility of the word.  We believe that this design aligns well with several of these definitions.

  1. thin, tenuous, or rarefied, as a fluid or an odor
  2. fine or delicate in meaning or intent; difficult to perceive or understand
  3. delicate or faint and mysterious
  4. requiring mental acuteness, penetration, or discernment
  5. characterized by mental acuteness or penetration
  6. cunning, wily, or crafty
  7. insidious in operation

Why We Named It SUBTLE

The name SUBTLE fits this well compared to our other designs as it puts imagery at the forefront relegating FuXk to minor if noticeable role.

Other than the image being a Raised Fist (it may even take a few second for someone to figure that out) the imagery lacks context and the various interpretations of the Raised Fist leave it open for interpretation.

The lack of context creates curiosity about its meaning - that's SUBTLE.

The striking color (more to come!) stimulates mental acuteness and curiosity - that's SUBTLE.

The design is fine and delicate in meaning or intent and may be difficult to perceive or understand - that's SUBTLE.

It's also cunning, wily, and crafty.


SUBTLE & Fun under Xtreme konditions

In future blogs, we will explore various interpretations of the Raised Fist and how SUBTLE aligns to our brand in multiple, different ways.

If you are into rock music and have been to a Metallica show, you already have one sense of alignment.

But there’s others.

They may not jump right out to you…well…because

They’re SUBTLE

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Why EDM is Fun under Xtreme konditions

Why EDM is Fun under Xtreme konditions

“A DJ can't just play one song. It's about playing a set, or how you connect songs in those two hours, and where you place them.” – Zedd

Music for me is a relief from the real world, something to just get away from all the chaos that is today’s society.

EDM and Dubstep are my main two favorite genres but I enjoy almost anything that is played. Ever since I was a kid I dreamed of being a DJ and listened to one of the most well-known dubstep producers, Skrillex.

My EDM scene experience started for me when I was around 10 years old.

  • My first EDM concert/festival was the Thank You Festival at Merriweather Post in Columbia, MD where I saw a wide variety of EDM artists from Alvin Risk, Krewella, Cedric Gervais, Above & Beyond, and Tiësto. My parents bought me the tickets for my birthday because Krewella was my favorite DJ Duo at the time and I was dying to see them live.
  • One year for Christmas my grandparents bought me a starter DJ set with a simple mixer and two turntables. That New Years Eve I spent most of the night down in the basement trying to mix together two Skrillex songs from the vinyl records I also got for Christmas.
  • Going to Moonrise Festival in 2015 and 2016 was when I really started to discover how deep these genres were with all the up and coming DJs that were at the festival.

 As far as other experiences here are a few of my favorites:

  • Brillz & Party Favor in DC
  • Boombox Cartel, Ghastly, and Slander in DC
  • Armin Van Buuren
  • San Holo in Baltimore
  • On the rail for Slander, NGHTMRE, Habstrakt @ Gud Vibrations Tour

Through all of these experiences, I really began to dive deep into EDM and Dubstep listening to new songs on SoundCloud and really getting to figure out which DJs/producers I enjoyed.

Moonrise Festival was an influential factor because when I wanted to go the next year, I was determined to know almost every DJ on the lineup.

EDM & Fun under Xtreme konditions

EDM Music and the rave scene truly represent what Fun under Xtreme konditions is all about.  Having FUN and having a Work Hard Play Hard attitude about life.   It’s the chest bumping music, the outfits, the confetti, the lights, and the overall atmosphere of all the people there just to enjoy the same type of music.          

That’s why EDM & Fun under Xtreme konditions go together.

See You At Moonrise Festival 2017

See you all at Moonrise 2017 and stop by the FuXk Booth in Vendor Village.  I won’t be there but my mom and dad will be!  I’ll be at the Solar Dance Tent 😊

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A Sweet Taste of Cold Gin

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Cold Gin at Sunset Grille in OC

Live footage of Kiss Tribute Band - Cold Gin - as they rock Ocean City, MD!

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The Marketing of FuXk RoXk

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Launch of FuXk RoXk

“Music produces a kind of pleasure which human nature cannot do without.” ― Confucius

There are infinite ways to have fun.  For me personally, music has always been a part of my life and a key source of fun!

Hard rock/heavy metal is my favorite genre but my musical taste is diverse.  Most people are surprised to learn that one of my favorite bands is Depeche Mode (@depechemode).

My exposure to music happened early in my life.

  • My first record album was Kiss: The Originals (@KISSOnline), a packaging of their first three records. My dad brought me this back from a business trip he had in NYC. Kiss - absolutely one of my favorite bands.
  • Growing up I remember my parent’s variety of 8-track tapes. I thought every freaking band was named after a city or state – Boston, Chicago, Kansas!  And who the hell was this Jethro Tull (@jethrotull) dude?
  • In grade school, I took several years of piano lessons earning a Superior rating at a recital playing some classical score – can’t remember for the life of me if it was Mozart, Beethoven, or Ray Manzarek.
  • My first concert was The Hooters (@thehooters) with special guest The Outfield at Martz Hall in Pottsville, PA.
  • At my wedding, I sang lead vocals in a band I put together called Till Death Do Us Part - we covered Flock of Seagulls (@MScoreOfficial), Dishwalla (@dishwalla), Depeche Mode (@depechemode), New Order (@neworder), Electronic, and Live (@Freaks4Live).

You get the drift? 

I love music!

Music & Xtreme konditions

Music and particularly concerts provides many opportunities for Fun under Xtreme konditions.

I know I’ve had my fair share.

  • Guns N’ Roses, Metallica, & Faith No More at RFK
  • Multiple HFStivals
  • Over 15 Kiss shows (@KISSOnline)
  • Rocklahoma (@Rocklahoma)
  • M3 Rock Festival (@m3rockfest)
  • Most recently – being in the SNAKE PIT for the Metallica (@Metallica) in Baltimore.

And the list could go on and on!

Wait! Hold on!

How can I forget – Jimmy Buffett (@jimmybuffett)!  Got to throw a shot out his way; Jimmy Buffett shows may best exemplify Fun under Xtreme konditions!

Introducing FuXk RoXk – A Salute To All The Rockers!

That’s why I’m fired up about the launch of our FuXk RoXk line! 

FuXk RoXk is a tribute to everyone that loves to ROCK OUT! 


What’s FuXk RoXk about?  Well it feels like this:

  • One minute and 47 seconds of of Ennio Morricone’s “The Ecstacy of Gold” before Metallica (@Metallica) hits the stage
  • The increasing volume of "Won't Get Fooled Again" and "Highway to Hell" before Kiss (@KISSOnline) and Poison (@Poison) hit the stage
  • The lead in ripping guitar of Motley Crue’s (@MotleyCrue) “Kickstart My Heart”
  • The sound of Kiss performing “Detroit Rock City” as the dual guitars echo through the arena
  • The beginning of "Welcome to the Jungle"
  • The beautful composition of Megadeath's (@Megadeath) "Trust" - drums, keyboard, guitar
  • Kix (@KIXtheband) performing "Cold Shower" in the pouring rain at Rocklahoma
  • The heat on your face and the smell from the pyrotechnics

This list could go on forever but we think it gives you a feel for what FuXk RoXk is all about!

So raise your god damn horns and check our FuXk RoXk gear out!

Here’s a Sampling of Bands We Rock Out To!

The good news about hard rock and heavy metal is that there is no shortage of music to rock out to.  Whether it’s legendary rockers or more contemporary ones 

The awesome news is that today many of the large rock festivals like Chicago Open Air (@chiopenair), Rock On The Range (@rockontherange) and Wacken Open Air (@Wacken), to name a few, are combining long-standing rock bands with more contemporary ones.  (We’ve applied to be a vendor at Chicago Open Air and would love to be there (hint hint @chiopenair accept our application please!).Here’s a little (LMAO!) sampling of some of the bands we rock out to at FuXk Gear.

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Where Ya Been? Revisiting FuXk

We’ve been quiet.  I know.  Consumed with other things and an element of laziness.  Inertia can be good or bad.  In this case, the inertia of doing nothing is bad.  (So is the inertia of eating pizza every night which is a god damn habit I need to kick!)

Well I’ve had enough.  It’s time to do something here.  Time to put some effort in.  Time to invest.  Shit doesn’t just happen; you need to make it happen!

We often get the question what is FuXk?  What’s it mean?  We need to get a hell of a lot better at answering this.

So what is FuXk?  A brand?  A way of living?  A movement?

Yes! Yes! Yes!

All the above!

I tend to answer the question by describing it as an edgier version of “Life is Good” (@Lifeisgood).

What’s the meaning of Life is Good?  At its core, Life is Good is about optimism.  Their motto is “Do what you like, like what you do.”  This is a theme that has broad-based appeal but also can be more narrowly targeted.

The two brothers that founded Life is Good explained this well in a 2012 article on (

The article says:

“People might think of the brand as catering mainly to Birkenstock-wearing Phish fans, but that’s not the whole story.  “That’s one demographic,” said Bert Jacobs. “But you have every walk of life…everybody who sees the glass half full.””

Fun is at the Core of FuXk

Fun is at our core.  This can be seen in our original description:

FuXk was created by people who are passionate about life. 

You’ve no doubt heard the words “work hard, play hard” and that’s what we’re all about.

But we take it a step further by ensuring that no matter what Konditions we’re operating in and no matter how Xtreme, we’re having fun in the process.

Realizing that life takes so many turns, we wanted to make sure that having fun was never too distant from the center of people’s thoughts.

So whether it's grinding out your work day, rocking out at a concert or going through a tough personal ordeal we want you to make sure there’s at least an ounce of fun in everything you do.

What’s Fun Mean? 

We all know what fun is, how it feels, and when we’re having it.  But sometimes I think it’s an interesting exercise to revisit the official definition.

The only definition that doesn’t fit the bill for us is 3b.  The other aspects we’re all about – amusement, enjoyment, mood.  In fact, I’m even intrigued by “violent or excited activity!”

Fun is What We’re All About 

It’s the common theme. 

It’s about trying to have at least one ounce (and I prefer a minimum of 16 ounces or 20+ if you got it) every day, no matter what konditions you’re operating under, no matter how Xtreme.

On the topic of Xtreme, this can be in or out of your control.  In my case, most of my Xtreme konditions are self-inflicted.  Such as:

  • Head banging for two days at the M3 Rock Festival (@M3RockFestival)
  • Friday Happy Hours at the beach rocking out with Chris Button and Joe Mama (@JoeMamaDrums) at Crab Cake Factory
  • Last week’s Cinco de Mayo festivities rocking out with Bryen O’Boyle (@BryenfmGG) and at La Palapa (@lapalapagrill).
  • Being in the Snake Pit at the Metallica (@Metallica) concert.


Whatever Floats Your Boat; Just Have Fun

At FuXk, we don’t really care what you do to have Fun (if it’s legal and not at the detriment of others).  The point is that you’re having it.

For me, as you might have figured out music has always been at the core of my Fun under Xtreme konditions.


It’s Time for Some Focus

One of the keys with starting a new business and/or brand is being focused and I think this has been one of our early struggles.

While we believe that FuXk is applicable to a wide range of customer segments, we are going to increase our focus on some specific customer segments.

We’ve gotten some good receptivity with the music crowd and particularly with the “rock” crowd.  This is one area we are going to focus on to see if we can make something happen.

We will do this with our FuXk Original design as well as our new FuXk RoXk line.

Extreme sports are another area where we see an interesting play.  We expect this to be another segment we focus on in the future.  But first things first.

Feedback, Advice, Help – All Welcome!

FuXk is a new endeavor for us and we aren’t experts by any means.  There is nothing more valuable than honest feedback, advice, and assistance.  So, if you have ideas or know folks that can help us drive this please let us know.

Over and out…for now!

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FuXk V-log: Inside the Design Studio v2.0

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FuXk V-log: Inside the Design Studio v1.0

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Psycho FuXk! Great Googly Moogly! - 7-26-16

Psycho FuXk! Great Googly Moogly! - 7-26-16

Rewind 24 hours….

This, my friends, is a true story. Met a buddy for a few brews at T Bonz. Lovely time overall.

Parked the FuXk Mobile up top to get some exposure at a busy intersection.

(Yes I know...I am a marketing whore.  I can’t help it!  I look for every chance to gain impressions whether that’s driving the FuXk Mobile, parking location, wearing a FuXk shirt on a daily basis, and giving out the popular FuXk koozie at bars).  

It worked! Who walks in? Staci and Randy from Foreplay! They were there for other business but said they saw the FuXk Mobile! Cool!

Ran into my long, lost buddy Boo as well!  Recounted some old times.  Still vindictive though from when I left him a nasty voice mail 20 years ago about the Detroit Lions sucking! LOL!  But back to the story.

So I got the tab and rolled out.

Walked the steps up towards car...and then…

“Hey Mister...I need to talk to you.”


Young man escorted by an older female.

Dude says “can you give me a ride down the road? My mom’s having chest pains and I need to get home.”

Lady: “I'm not comfortable driving him solo.”

Me: “In this day and age I don't put people in my car I don't know...but I'll be happy to call and pay for an Uber.”

Lady: “God bless you” or something like that.

Dude: “Cool”

A few minutes later with Uber en route. I see the lady pull back up in her car. “I need to talk to not you (dude)...him (me!)”

Lady: “Had to come back and tell you...I'm not sure you should do this...he’s not right...see that ambulance over there...well they called the cops to come get this guy.”

Me: “Say what!”

Dude: “Please Mr. just get me out of here...they’re going to lock me back up!”

Me: (inside voice “What da FuXk!”) - “I can't do that.”

Cancel Uber. Dude walks away. Cop car rolls up.

Ambulance dudes get out and talk to cop.

I walk towards them and tell them what happened, what he said and that he went into the 7-11.

Ambulance dude: “Man he’s crazy...the dude jumped out of back of ambulance at the light.”

Me: “Holy sheep shit! Guess I can check this off my bucket list!”

Ambulance dude: “Me too!”

Got in my car. Watched the cops escort him across the parking lot back to the ambulance.

Dude starts ripping his t-shirt to shreds (fortunately it wasn't a FuXk shirt but maybe it should have been!  Could have been great exposure!).

Cops were cool. No physical issues. Handled it well. I drove off.

Assume the psycho was reinserted back into the ambulance.

Great “Googly Moogly!”

And that's the truth.

Ding man just arrived...gotta go!

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