Our History
Born in high fashion. Became its opposite.
In 1985, Jean-François Renaud opens Oclan in Québec City: a chic boutique offering high-end formal wear for men and women. For years, Oclan is a go-to address for those seeking refined pieces.
Then comes 1989. Facing a difficult time for Québec, Jean-François responds to the gloom of the era with a postcard mailed to his clients. One message on it: "Fuck la mode." A touch of irony, coming from the owner of a chic fashion boutique — but that's exactly what struck a chord.
The reaction is immediate. Clients, delighted by the irreverence of the message, start asking for t-shirts. Jean-François prints 60, convinced it would end there.
It didn't end there. Over 1,000,000 t-shirts later, it's become a symbol of Québec City.
The irony at the heart of the brand
This is what makes Fuck la mode different: it comes from within the fashion world, not from outside rejecting it. The slogan fits the irreverent spirit of the era, much like Moschino's own offbeat messaging. For Jean-François, it was an act of rebellion against traditional fashion — a way of saying: do what you want, don't conform.
And the irony doesn't stop there. A brand that loudly proclaims it doesn't give a damn about fashion has itself become an extremely fashionable brand — sought after, worn, recognized. The name has never lied so much... and never been so right.
The t-shirts' success gave rise to a whole product line: sweatshirts, caps, socks, towels, and even masks during the pandemic. The logo evolved over the years, spawning humorous takes that parody major luxury brands — Gucci, Yves Saint Laurent, Givenchy, Supreme, Comme des Garçons — a direct nod to its own roots in high-end fashion.
In 2020, the boutique reinvents itself once again with the opening of a café on the second floor: a concept where customers can grab a coffee while they shop, designed to bring a sense of community to the brand.
One address, since the very beginning
Despite its success, the brand has never given in to the temptation to expand. Since 1985 — first as Oclan, then as Fucklamode — there has only ever been one boutique, in the same location, in Québec City. No franchise, no second location anywhere else in the country: just one address, which has become a must-visit for locals and visitors alike.
Celebrities, a symbol of Québec
The slogan resonates with a wide audience — from teenagers to 80-year-olds, everyone finds the message funny and bold. Funny enough, it's often English speakers who react most strongly to seeing the word "fuck" displayed in large letters at the shop's entrance.
Well-known personalities have been spotted wearing the brand: Vanessa Paradis, Lenny Kravitz, Chad Kroeger (Nickelback), Marina Orsini, Claude Dubois, and Céline Dion. Today, several tourist guides even recommend that visitors to Québec City bring home a "Fuck la mode" t-shirt as a one-of-a-kind souvenir.
A new chapter
In 2023, after 38 years, the brand takes a new, more upscale direction — a nod to its Oclan roots — without losing its provocative spirit: pieces in merino wool and cashmere, more exclusive limited editions. The vast majority of products are made in Canada. The Fucklamode boutique now spans two floors, doubling its footprint.
In 2022, Jean-François passes the torch to Philippe Montminy-Turgeon, a long-time Oclan employee who has been passionate about the brand since joining the company. Together, they keep the message alive.
Still irreverent
Closing Oclan wasn't the end — it was a new chapter for a brand that had become a landmark in Québec City and beyond. Born in high fashion, became its opposite, and today more fashionable than ever: Jean-François and Philippe continue to defy convention and fight the gloom, one t-shirt at a time.