FAKBYFAK™ 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. The approach to creation of the collections, ideas and brand’s potential are compared to the revolutionary Alain Mikli, and the product itself is associated with the products of world leading brands.
Accelerated growth, acclaim and recognition came in 2015 following the SILMO world optical fair in Paris. The brand became noted by global fashion press, celebrities and buyers. In 2016 the founders relaunched the brand (formerly known as Fakoshima™) and presented overwhelming collaboration projects with fashion designer Manish Arora and avant-garde Belgian designer Walter van Beirendonck.
Behind the backdrop of the brand rebirth was strong, extraordinary, vital and fundamental desire to keep breaking the cliches, stereotypes and borders that rule the world in general and the current fashion industry specifically.
“We have got to expand further and reinvent the brand over again to stay edgy and maintain the idea of unexpected. We have broken away from the sterile stylization and the vision of a single designer. This way we managed to bring diversity to our ideas and go beyond our own limitations only to find fresh vision for the overall concept. Now we cooperate with many talents who cultivate non-mainstream ideas and kept the sense of exposed nerve. We realize that the old name does not offer enough space for our visionary ideas and intentions. It was time to move on. We are able to create something more than just an eyewear brand but a trend and even a subculture.”
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.
It’s important for us to create objects that excite imagination. Objects that naturally generate chains of associations or internal relations between person and material world around.
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 FAKBYFAKS’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.
FAKBYFAK™ and FAKOSHIMA™ and their logos are registered trademarks of LOVBYLOV Group OÜ.