Since the phenomenal success of the controversial Trevor Beattie FCUK campaign started back in 1997, French Connection has rocketed in the success stakes. Founded in 1972, the brand was thrust into the public eye when the memorable slogans began appreaing on t-shirts and billboards everywhere. Although not so tongue-in-cheek the new direction of the brand still has a sense of excitement. This comes through in product names and t-shirt prints. The new mens collection incorporates a workwear theme - clothing for a working man.