james
is fighting cancer.
Running a marathon carrying his sister's weight — because she carries something every day nobody else can see.
something happened.
do something about it.
fkd is for people who refuse to passively accept what has happened to them, the people they love, their communities or the world around them. A Fight begins when somebody says: this is what I'm going to do about it.
ways to back a fight
send strength
Free. Always. Show someone you're with them.
back the fight
Give directly to the Fight and its cause.
carry the fight
Pre-order fkd Core. £10 backs the Fight.
wear the fight
Heart Hoodie or Tee. £5–£10 backs the Fight.
fights happening right now
james
fighting cancer.
Running 26.2 miles carrying 120lb.
1,284 people backing this fight
£42,680 raised
aisha
fighting racism.
Telling her story publicly, every week.
892 people backing this fight
lewis
fighting to stay sober.
365 days sober — publicly.
2,100 people backing this fight
£8,400 raised
how a fight works
declare your fight.
What happened. What you're fighting. What you're going to do about it. No polish. No pretending. Just the truth.
people join the fight.
They send strength, back the fight, share it, carry it, wear it. Every action counts. None of them are passive.
something changes.
Money raised. Awareness built. Communities formed. Fights won. Or at least fought — which is never nothing.
free to start. no experience needed.
some fights can be seen.
most can't.
We all carry something.
A person.
A diagnosis.
A loss.
A cause.
A promise.
A reason to keep going.
fkd gives you something physical to carry with it.
carry the fight
the fkd Core 1.0.
Some things stay with you.
A person. A fight. A promise. A reason.
Core was created for the things we carry that other people can't always see. Wear it as a reminder of what matters.
And when you want to share what sits behind it:
tap the heart.
open the fight.
See the person. Understand what they're fighting. Back them if you want to.
Core connects the physical fkd movement to the digital Fight platform. A simple tap of the heart can connect someone to the Fight behind the person wearing it.
No screen.
No charging.
No noise.
Just a connection to something that matters.
material
premium metal
technology
passive NFC
engraving
fearless. kind. determined.
versions
male · female
£10 from every Core backs a Fight
pre-order Core 1.0Core is in development. Founding 500 purchasers follow the build. First production run is limited.
female version
detail
the heart
fearless. kind. determined.
the heart is on the sleeve.
the fight is at the core.
Two ways to show what matters.
One you carry with you.
One you choose to show the world.
Both mean the same thing:
I care enough to do something.
wear the fight
the fkd Heart Hoodie.
for those who wear their heart on their sleeve.
Wearing your heart on your sleeve means letting people see what matters to you.
We don't think that's weakness.
We think the world needs more of it. More people prepared to care openly. More people prepared to stand beside someone. More people prepared to say:
this matters to me.
The heart on the fkd sleeve isn't decoration.
It's a signal. I'm not looking away.
— Premium responsible materials.
— Subtle embossed fkd identity.
— fearless. kind. determined. detailing.
— The heart on the sleeve.
— A portion of every purchase backs a Fight.
a portion of every purchase backs a Fight
shop the Heart Hoodie
heart on sleeve.
carry it.
wear it.
back it.
live like it matters.
fearless. kind. determined.
Core and the Heart Hoodie are different expressions of the same decision:
to care.
to show up.
to do something.
whatever you're facing,
don't face it quietly.
fkd — fearless. kind. determined.