#FR2
#FR2 is a Japanese streetwear brand founded in 2014 by Ryo Ishikawa, whose name stands for Fxxking Rabbits. It mixes photography, graphic design and fashion, with bold slogans such as SMOKING KILLS.
| Founded | 2014 |
|---|---|
| Founder | Ryo Ishikawa |
| Full name | Fxxking Rabbits |
| Headquarters | Tokyo, Japan |
| Website | fr2.tokyo |
What is #FR2?
#FR2, short for Fxxking Rabbits, is a Tokyo streetwear label created in 2014 by Ryo Ishikawa, who had earlier founded the menswear brand VANQUISH in 2004. It began as a passion project combining photography, design and fashion.
Products and positioning
The rabbit theme comes from Ishikawa being born in the year of the rabbit. The brand's alter ego is a Leica-carrying rabbit photographer who wears its clothing, and much of its imagery is provocative editorial photography.
- Graphic T-shirts and sweatshirts
- The SMOKING KILLS slogan print
- Accessories and collaborative releases
Distribution
#FR2 sells through its own stores and online shop and has expanded internationally, including a store in London. It has also staged collaborations and pop-ups with partners such as CLOT in Hong Kong and Taiwan, and drops with the sneaker marketplace SNKRDUNK.
Why it matters
#FR2 is one of Japan's most recognisable contemporary streetwear brands, built on a strong visual identity and a photography-driven approach to marketing.
Frequently asked questions
Who founded #FR2?
#FR2 was founded in 2014 by Ryo Ishikawa, who also founded the menswear label VANQUISH.
What does FR2 stand for?
FR2 stands for Fxxking Rabbits, a name linked to its founder being born in the year of the rabbit.