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Our Story


New York designer Farvardin Fathi (aka Fafa) designs stylish solutions that make daily life effortless.

Fafa studied fashion design at ESMOD International in Paris, the world’s first fashion-design school, where she apprenticed with leading French designers. She further pursued her interest in design with courses in product, material, and interior design at Parsons in New York City.

 Fafa first conceived her vision of The Hook when her sister’s Hermes Birkin handbag was stolen at a busy city café. In collaboration with Stanford engineers, Fafa created an elegant product, The Hook, to protect handbags from theft and damage.

Dedicated to her vision, Fafa has launched three versions of The Hook, which have been used by the nation’s most affluent and successful women. Her passion for designing products that emphasize elegance and ingenuity continue to be the driving force in her career today.