We had a design studio and agency called NoMoreSleep but were looking for an alternative to working for clients. Essentially, we wanted to do our own thing and showcase our abilities. We had the idea for FvF beginning in 2009 and went online in October 2009. We created everything from the logo and branding, to the website development, design and overall strategic concept. We asked our friend Ailine Liefeld to take the pictures and began portraying our friends. This is also where the initial focus came from--as a lot of our friends are creatives, designers or artists.
In the summer of 2010 we started with videos and a year later we spread our wings internationally, releasing interviews with friends and creatives from Sao Paulo to Copenhagen.
In November 2011, we published our first hard cover book. In Spring 2013 we released the FvF iPad Magazine, to give our audience a mobile- and tablet-focused way to enjoy our content. In the fall of 2014, we released our second hard-cover book, Friends of Friends, which highlights individuals and homes from our increasingly global network.