Who are we?

A little about us

Weโ€™re a female-owned Australian apparel brand with a strong feminist focus, hence โ€˜The F Wordโ€™ (no, not the 'F' word you're thinking of).

We believe that fashion is more than just a means of self-expression; it is a powerful tool for sparking conversations, challenging norms, and advocating for gender equality.

As a feminist apparel brand, we are committed to creating clothing that not only looks good, but also serves as a catalyst for change.

Raffi xx

~ Founder of The F Word

How we started

Frustrated at the double standards we have always been held to compared to our male counterparts โ€“ brothers, cousins, sporting teams, colleagues (the list goes on) โ€“ we made a few relatable feminist slogans to express how we were feeling. Much to our surprise, they proved to hit a common nerve.

So we started making relatable feminist prints as a way to channel our passion for equal rights, in the hope that these unique slogans would spark everyday conversations and create small steps to changing culture.

Our mission

We started making our designs, which highlight important messages about gender inequality, as a way to channel our frustration - with the overall aim to enlighten and empower.

We run our business with our core values in mind - social awareness, inclusivity and sustainability.

Our aim is to spark everyday conversations and create steps to changing the culture. If youโ€™re as passionate about gender inequality as we are, we guarantee youโ€™ll love wearing our clothing!


Located in Perth/Boorloo, Western Australia



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