With a focus on design-led and fashionable clothing, French Connection (FCUK) was established in 1972. Nowadays, the brand offers homeware, eco-conscious pieces, contemporary clothing, and accessories. Their portfolio has expanded over the years to include home accessories, furniture, footwear, watches, and sunglasses for both men's and women's toiletries. A brand story was crafted that is inspired by the global community, with diversity and inclusivity being the core values. Shopping for their products becomes an experience with minimalistic store designs and visual merchandising. With over 200 locations worldwide, they promote the brand through a mix of traditional print advertising, outdoor advertising, and digital display, as well as engaging with their social media followers. The brand has also branched out into licensed products, including jewelry, eyewear, fragrances, toiletries, and furniture. Men's outerwear, tailoring, hosiery, and luggage are available, and the US market is the exclusive retailer of FCUK lingerie, while also using sustainable sourcing and moisture-wicking properties for their hosiery.