About

Pas Fucking Mal is an idea by Franco-American couple Noelia Hobeika and Burke Williams.

After a near-decade spent together in Burke’s hometown of New York, they relocated to Paris, where Noelia grew up. In the process, they realized they were constantly translating—not just language, but tone, attitude, and ways of being. The French instinct to understate. The American tendency to push things louder, further.

Pas Fucking Mal lives in that tension. The phrase "pas mal" is everyday French (“not bad”) often used to mean something is actually very good. The addition of "fucking" shifts the balance: more direct, more assertive, more New York. The result is a small collision of cultures, stitched into something wearable.

PFM’s first incarnation is a series of limited-edition crewnecks, designed with restraint and meant to be lived in.