IT STARTED IN
A CORNFIELD.
Sutton, Nebraska. 1983-ish. Three teenage boys, an early-morning hunting trip, and—because apparently this story needed one more questionable decision—peppermint schnapps.
Craig, his older brother, and one of their friends started wondering what you'd call it if a pheasant and a duck crossbred.
Pheasant + Duck.
Phück.
And just like that, they had a way to say it without getting in trouble.
At least, that was the theory.
OUR STORY
THE BIRD
THEN IT SAT AROUND
FOR 20+ YEARS.
Until 2007, when Craig decided Phück belonged on a hat.
There was just one problem: he couldn’t draw.
So he did what any determined non-artist would do—he cut and pasted together pieces of different pheasants until he could show someone what was living in his head. Then he hired someone who actually could draw to bring the bird to life.
Phück finally had a face.
TODAY
ONE HAT BECAME
A THING.
Craig took one of the first hats to Bret. Someone else saw it and bought one for her hunter brother. Then people started asking for more.
During a period of unemployment, friends kept giving Craig ideas—golf stuff, drinkware, cards, and whatever else seemed like a good idea. He made them for fun, and it just kept growing.
Today, Phück is for pretty much anyone who doesn’t take themselves too seriously. And Craig has bigger plans for the bird—he’d eventually like to see Phück grow into a full clothing brand.
Same bird. Bigger flock.
