Brand Manifesto
Each year, 2.2 million Americans turn 50 — It's a milestone not everyone gets to see.
Some arrive with buried dreams, and started over.
Some have lost love, rebuilt families, survived layoffs, divorces, addictions, or illness.
We’ve raised kids, lost parents, found ourselves again.
And through it all — we’re still standing.
Still laughing. Still living.
We're 50 as F*CK.
We’re not chasing youth. We’re redefining it.
We’re not slowing down — we’re showing up.
Smarter. Sharper. Stronger.
Because turning 50 isn’t the end of something — it’s the proof of everything we’ve become.
So, wear it proud.
Wear it loud.
50 as F*CK.
Half a century. Zero apologies.
Our Story
50 as F*CK is a lifestyle brand built to celebrate what it really means to reach 50 — not just the number, but the journey.
Founded by two lifetime friends who turned their own midlife chaos into clarity, the brand honors survival, strength, and self-expression.
Through bold apparel, raw storytelling, and unapologetic energy, 50 as F*CK invites millions of people who hit this milestone every year to celebrate their stories, their scars, and their second act.
We’re not anti-aging. We’re pro-living.