FAKBYFAK is an eyewear brand established in 2013 in Moscow.This is the first Russian brand of conceptual sunglasses and optical eyewear that became an event in the world of fashion. Brand is now recognised in optical industry as the principal trend of the last decade. FAKBYFAK is amusing slandering of ridiculous collaborations' branding just for a namesake. We entirely share the idea that an incredible story realised in the product, and the vibe around it, should always be the forefront of a company, before overindulged branding or marketing tricks just for a namesake. It is important for us to create objects that excite imagination.
From the very beginning we eager to represent vivid visual stories, create new aesthetic codes and meanings - everything that makes the product special, establishes a relationship with the owner. We wanted to embrace people's desire to be visual, to buy a design, not a logo. We have the motivation to create more than a brand but a trend and even a subculture.
The brand became noted by global fashion press, celebrities and buyers from world-famous department stores. In 2016 the brand presented overwhelming collaboration projects with fashion designer Manish Arora and avant-garde Belgian designer Walter van Beirendonck. FAKBYFAK design’ interplays with the classics, yet it sets a new direction. Based on traditional forms, it allows them to shapeshift influenced by the forthcoming imagery, and live their own, new life. At the same time, when speaking of classic it is worth noting that FAKBYFAK’s ideas carry no time reference, we grab visual ideas from different eras and creates images that did not exist before.
For their owners, FAKBYFAK sunglasses became an insignia, an identification code by which it’s easy to spot "your own" - wherever you are and whatever you wear. It is kind of a mask that hides. It attracts attention, intrigues, and establishes new ties between their owner and the surrounding.