NOT THAT FORTUNE CENTRE

WHY FORTUNE CENTRE?

"Kirekan die suka ah itu building?"

"So you have a shop there?"

Nope... and nope.

For yous who may not know, there's a shopping centre in Singapore called Fortune Centre. And, no, we do not have any links or affinity to that mall, building or management.

The name came about as I wanted something that's colloquial to Singapore but one that can translate to an international audience. (Cuz, goals, ambition, what have you.) A name that represents the vibe that we wanna bring and recreate; and a somewhat intrinsic link to cats.

See, when I think cats, immediately the image of a fortune cat pops up in my head with one of its paws swinging up and down in a literal motion to beckon luck.

Further, as this brand will be a fashion label disguised as a football club, the suffix 'FC' was a no-brainer; a giveaway if you would like. As I've a touch of OCD and symmetry compels me, I induced that sense of balance by having this brand named Fortune Centre — FCFC.

As I had hoped and anticipated, the name also paves the way for conversations as it was one of the common questions I got when I was at the Hustlers' Reunion event early this month (Feb).

Of course, there were also a smattering of raised eyebrows as they looked through our table and merch whilst mouthing inaudibly yet very obviously quizzically "fOrTuNe CeNtRe?".

I see you, but alas, to each his own.

Contrary to popular belief, I will also argue that having this name lends us space to be creative in redefining what the name Fortune Centre means to future generations.

Out with the vegetarian shops and sleazy spas — and in with high quality, high visibility streetwear that unites football and cats in a fashion you've never seen before.

For the culture, for the people!

Truly and always.

Be Unreal,

FCFC