Liam and Ciaran Fay created fayd. in 2023 to embody all of their passions in one place. The brand combines their love for street wear and creativity, with the cultures of snowboarding, skateboarding, surfing and tattoos, and finally adding in their passion for noble interpersonal ideals as a cherry on top.
With their third ever fashion collection, the Fay brothers are changing their release model from large drops at the beginning of the year, to smaller scattered drops throughout 2026. Whereas previous collections combined tees, crew necks, hats, hoodies and more into one large release, the late February launch will feature only hoodies in two colours—a second small drop featuring sweatpants is intended for the following weeks. “We’re dropping them throughout the year to give a bit more of a spotlight on each individual piece,” said Ciaran. “When you drop it all together, it’s not that they get lost in the crowd, but we really want to spotlight each piece as we go.”
The Fay brothers are continuing their tradition of revamping their “fayd.” logo to reflect the design choices behind the clothes of each drop: The first ever drop featured a script style font—reminiscent of the original Fender Guitars spaghetti style logo—and drop two featured a bubble graffiti style font that would look as at home spray painted on the side of a train car as it does on the front of a fayd. crew neck.
“We call it our bar box logo,” said Liam of the redesign. “It’s kind of a cleaned-up version of it,” interjected Ciaran. “On our tags, we’ll always have our original script—our original fayd. logo that you’ll always see—but each drop, we like to show a bit of variance and design our new version to go along with the drop itself.”
Another feature of the new drop is the inclusion of their FAYD acronym—follow all your dreams—across the back of the hoodies. While the acronym has come to describe the philosophy of brand, the brothers say it came to them by pure happenstance, as the name fayd. developed long before the acronym. “It’s something that was brought to our attention as we were going about our different drops,” said Ciaran. “We loved it so much, and we feel like a lot of other people really love it too. It just kind of fit perfectly.”
The brothers now use the acronym to style fayd. as a lifestyle brand rather than a mere clothing company—a brand that melds the interests of the pair with their own life philosophy. “It started out as fayd. being a brand that was about our lifestyle, us as individuals,” said Ciaran. “It wasn’t really for sales.”
Beyond their love of snowboarding, the brand embodies the “skate/surf kind of look” while encouraging people to follow all their dreams, just as the pair are now doing with fayd.. “That’s what made us label it as a lifestyle brand, because it’s just so us,” said Ciaran. “We’ll post everything that we love [online], and if you love that too, then you’re going to love the brand.”
Though the brothers work full time outside of the company, they dream of a day when they sit as creative directors at the top of a successful and profitable company—allowing them to just design, leaving the tedious business end to trusted employees.
The big struggle with this latest drop? Finding a new manufacturer.
On Jan. 27, the brothers posted an update on Instagram to reinforce the late February release of the new line and hinted at the process of finding a new manufacturer due to tariffs and tax changes since their previous releases. “We were working with a manufacturer in the States for our first collections,” said Liam, “and we want to keep that quality. It was great working with them, but since all of the tariffs and tax increases around the world right now, it just didn’t seem feasible.”
For drop three, the brothers are now working with a manufacturer in China, that they say can meet the quality standard of their first two drops without breaking the bank for the fledgling company or its customers.
The Fay brothers are aware of the optics of this change. “Made in China” has never held the same prestige in North America as “Made in the United States”, but the pair say they waded through a veritable sea of options to find the perfect partner for their needs. “Even though China doesn’t have the name backing of a States manufacturer—it’s overseas and sometimes that gives people that generic vibe with streetwear and clothing—China is such a powerhouse with what they’re doing,” said Liam.
The brothers say they examine every piece of clothing to ensure the quality is up to their standard, because “you’re not buying the manufacturer,” said Ciaran. “You associate the quality with us.”
