FAKBYFAK

The brand has Russian roots but it’s geographically vast ideological ties represent FAKBYFAK as a multicultural brand that combines innovative design, advanced technology and traditions of handcraft.

FAKBYFAK is an amusing slandering of ridiculous collaborations' branding just for a namesake. The founders entirely share the idea that an incredible story realized in the product, and the vibe around it, should always be the forefront of a company, before overindulged branding or marketing tricks. "We want to embrace people's desire to be visual, to buy a design, not a logo".

Fashion eyewear label FAKBYFAK was founded in 2016 by Alex Melnikov and Roman Ilyukhov in Moscow. Guys had no experience in the fashion industry before but their naive approach to the eyewear and fashion industries turned out to be their biggest strength and fortune. "We do believe that the potential of our ideas and brand, in general, is huge as we don't have the roots and the borders traditional to this industry.”

FAKBYFAK was included by the Italian Fashion Council and Vogue Talents in the list of the best-emerging brands of 2018. It’s now recognised in the industry as the principal trend of the last decade.

The brand develops eyewear collections for avant-garde Belgian designer Walter van Beirendonck.

FAKBYFAK's design interplays with the classics, yet it sets a new direction. At the same time, when speaking of a classic it is worth noting that FAKBYFAK’s ideas carry no time reference, guys grab visual ideas from different eras and spheres and create images that did not exist before.

FAKBYFAK transcends beyond trends and acts as a truly unique artistic design piece. The label represents vivid visual stories, creates new aesthetic codes and meanings — everything that makes the product special and establishes a relationship with the owner.