FAKBYFAK is not just a brand. FAKBYFAK is a new name of FAKOSHIMA 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. 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 brand presented overwhelming collaboration projects with fashion designer Manish Arora and avant-garde Belgian designer Walter van Beirendonck. In mid 2016 the founders relaunched the brand and renamed it. Behind the backdrop of the brand rebirth there was the 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.