French Connection UK, also known as FCUK was founded by Stephen Marks in 1972. Originally specialising in the fashion retail sector selling clothes, shoes and accessories, they became so popular that demand for more items led to the production of a small selection of beauty products for men and women. In 1997 they discovered the acronym within their name (FCUK) and have since used the controversy around it to rebrand their products and store to create publicity which in turn boosted sales. In 2004 they took a chance and started their own fragrance and toiletry collection. They have now produced 13 fragrances which include Late Night, Pop Music, FCUK and Connect Her.