Be effin' rad.
Each bottle is filled with the essence of effin' rad, it is the source. When you wear effinrad cologne, the nano particles enter through your pores and scream directly towards your central nervous system where nerve signals are altered to achieve that effin' rad feeling.
Effin' rad is mother approved.
Like many kids growing up, we were NOT allowed to cuss. Somehow, we were allowed to replace the big one with effin' and being a teenager in the 80's everything was rad. So it does not take a lot of imagination to see how effin' rad was a common and non-grounding way of expressing how freaking cool something was at any given moment. Fast forward several decades and it's amazing how the term still applies even today and that my friend, is how effin' rad came to be effinrad (the brand) and effinrad.com the domain name.