Practice —
Nenavizion was never meant to be a brand — it began as a deep obsession with sunglasses. The more unusual, bold, and unconventional the design, the better. What started as a growing personal collection, built through thrifting and online finds, quickly became a signature style that sparked constant attention.
In 2021, during a rough chapter marked by an intense burnout, the idea was born: What if these unique pieces could be curated and shared with others?
The name carries weight. It comes from the Russian word «ненавижу», meaning “I hate” — pulled from a time when the phrase “все что я вижу я ненавижу” (“I hate everything I see”) was something I was relating to.
Hate. See. Sunglasses.
A contradiction — and a transformation — brought to life through fashion.
At first, it existed only as an idea — a quiet Instagram page, created in 2021, with no clear direction. A few pop-up events launched in 2022, and the collection slowly evolved with custom details, including cross accessories.
Despite the early efforts, things remained uncertain. The demands of a full-time job made it difficult to fully invest in the vision, and progress was slow. But by 2023, something shifted. The designs started gaining real attention. People connected with the pieces — and with the energy behind them.
That growing support led to a major turning point: the decision to leave the day job and commit fully to building Nenavizion. This transition was anything but easy — the path forward was challenging and unpredictable.But it was also the start of something real, and deeply meaningful.
Nenavizion isn’t just about accessories. It’s about survival, evolution, and reclaiming vision — both literally and emotionally. Every design is a reflection of personal transformation and experiences.
Nenavizion exists for those who see the world differently — and want to be seen differently, too.
