Foxtrot Yankee Name and Logo Origin Story

Last week when we launched the company someone asked about the meaning behind the company logo. Before we get to the logo, you need to understand the company name first. Several years ago, when the idea of starting a company began banging a drum in my head, I was making paracord bracelets. Was there any viability of a company starting on something like that alone? I wasn’t sure, nor was I confident it could be done. Instead, I looked at different companies I wanted to emulate, ones in the patriotic / military style t-shirt business, as this was ultimately the direction I really wanted to go.

Initially, I toiled over the name as I wanted to it represent my military background, as well as my love of rock n’ roll. The name had to scream those two things, and from the start the ideas were all over the place. Finally, I came to rest on Foxtrot Yankee Company. For those that have not served, the name is simple. If ‘Whiskey Tango Foxtrot’ means ‘What the Fuck’, well I am sure you can figure out the company name. It’s all tongue in cheek, but directly in your face, which is really what I was going for. If you haven’t figured it out yet, it’s the ‘Fuck You Company’. Not you personally, dear customer, but think in broader strokes. More like Fuck our Leaders, Fuck the Woke Ideology, Fuck the World, Fuck your Opinion, Fuck, well, Everything! Again, with a bit of sarcasm and a tongue in cheek humor. 

The logo took more time. I could have gone out and had someone design one for me. Nope I couldn't have, that would have cost extra money, so it wasn’t going to work. Besides I am a DYI kind of guy. I figure shit out. I get shit done. Ask anyone. So, for the logo, I started sketching ideas and playing with the two letters (FY) to see what felt right, what looked the part. Once I figured out how I wanted the two initials to connect, I started trying to add in the other elements that needed to be there. It had to incorporate something to represent our Nation’s founding. Why? Our Founding Fathers were Rock Stars. They were Rebels in every sense of the word. That was what this company was being modeled after, that sense of rebellion, that, “we’re not going to take it” attitude.

I was focused for a long time on making sure to incorporate two key points in our founding. First, the Boston Tea Party. Second, our Founding.  The idea being that these two things were a proverbial middle finger to the King, which fit nicely with the company name and attitude. So, I played with the idea of using two tomahawks to represent the Tea Party, and the 13 stars from the Betsy Ross Flag. Those were simple. In the beginning, I was even using the date of 1773 for the Tea Party. It felt redundant.

In the spring of 2024, while my wife and I celebrated our Anniversary. We revisited at the place where we honeymooned 25 years before – Williamsburg, VA. During our time there we did several tours, and one of them was the final inspiration needed. During a tour of the Capitol Building, our guide mentioned that it was in that very building that Patrick Henry gave his ‘Give me Liberty or Give me Death’ speech which was due to colonies being unhappy about the Stamp Tax of 1765. That was where the roots of the American Revolution started to grow, that tax, that speech. It had to be included. So, I removed the 1773 for the Tea Party and swapped it for the 1765, where it all began. Again, another proverbial middle finger directed at the King of England.

The idea of the company, the name of the company, the logo, all are rooted in the founding of the United States of America. Rooted in the FUCK YOU attitude of our founding fathers, in their rebellious, rock n’ roll spirt. My hope is this company can bring that same attitude, and spirit, to life with its products.