The extreme sports brand with added attitudes.
No fear was created in 1989 by Mark Simo, Marty Moates and Brian Simo and began as an alternative lifestyle brand.
The first line of No Fear shirts featured slogans or quotes that advocated the virtues of extreme sports.
The themes were lack of fear of death, lack of laziness, contempt for social norms and the law.
These themes remain key influences to the brand's ideology and translate into radical designs.
We have also had movie collaborations in which the successful No Fear energy drink was an exclusive promotional partner with Hollywood Blockbuster The Dark Knight Rises and Man of Steel. Most recently, the range has taken inspiration for the Fast and the Furious movies with elements of Tokyo incorporated into the line.