Who We Are

Founded in 2019, ZF was born in typical start-up fashion out of a spare bedroom in Melbourne. Kris Preston, the visionary behind ZF, wanted to create a clothing brand that encouraged individuals to break the norm and chase their dreams. He found through fitness coaching that a lot of people held back on their dreams and ideas due to the external influence from their peers.
It doesn't stop there, external influence is one thing, but how we perceive it is another. If your inner critic supports their beliefs, then you'll end up staying the same with no change. To create a relentless pursuit of your dreams, you must learn how to give Zro Fux about the inner critic as well. This is where the real magic happens as you begin to live a true version of yourself that's not affected by others or your inner critic.
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Mission Statement
ZF Clothing is dedicated to empowering individuals to relentlessly pursue their dreams by silencing the inner critic and rejecting the fear of external opinions. We aim to inspire authenticity and boldness in every person who wears our brand.
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Vision Statement
To create a global movement where people live authentically, free from judgment, empowered to reach their full potential.
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Core Values
Authenticity: Embrace your true self without fear.
Resilience: Overcome challenges and keep moving forward.
Confidence: Believe in your path, regardless of others' opinions.
Empowerment: Enable others to pursue their passions fearlessly.
Community: Foster a supportive and inspiring environment for all.

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 Brand Personality
Bold yet approachable
Fearless and unapologetic
Empowering and motivational
Real and transparent