Earned, Not Given: The Story Behind FITASFK

FITASFK started in 2020, in Nottingham, on the mats. It's a name that stands for something, so here's what it means.

What FITASFK stands for

Fighting Is Tough, Activities Strenuous, but Failure & Focus Keep us going.

Anyone who trains knows it. The hard sessions, the bad days, the rounds where nothing works. You don't get better by avoiding them. You get better by turning up again, learning from the losses and staying focused on why you started.

Earned, not given

Nobody hands you anything in the gym, on the mat or in life. Every round, every rep, every early start, you earn it. That's the idea behind everything we make, and the first line of our creed:

• Earned, not given. Worn on your terms.
• For the ones who turn up. Every day.
• Discipline you can wear.
• Live life on your own terms.

Born in martial arts, made for anyone who trains

FITASFK came out of combat sports, but it was never only about fighting. Whether you lift, run, roll, box or are just getting started, if you turn up and put the work in, it's for you. That's why our range covers fight kit, men's training wear and a full women's range.

Living life on my own terms

You'll find this line on the back of our tees, rash guards and sports bras. It's a reminder that the work you put in is yours. Nobody else's expectations, nobody else's timeline.

Start with the piece that says it best: the EARNED tee.