Led by president Shinya Yamaguchi, S&F Associates makes Awa‐Ai Eyeglass Framess and sunglasses that incorporate indigo dye from Tokushima with the traditional eyeglass craftsmanship of Sabae. Widely featured in magazines and on the web, the Awa indigo frames are truly unique, packed with characteristics that tell a story of the creator's past.

Born in Tokushima, Yamaguchi studied product design in Osaka before training in the art of eyeglass craftsmanship in Sabae, taking design courses at SSID, a local school for eyeglass design professionals. Yamaguchi developed his skills while simultaneously working and learning, eventually going to Italy to study abroad. It was there that he met his long-term business partner Enrico. The name for the brand, Fascino Ribelle (meaning rebellious charm), was conceived by Enrico during this period. Studying in Italy helped Yamaguchi realize the strengths of Italian design, Japanese craftsmanship, and the quality of the techniques he had learned in Sabae. Upon returning back to Japan, Yamaguchi worked to create his own brand, developing indigo Awa‐Ai Eyeglass Framess that would incorporate the traditional craftsmanship of his birthplace in Awa with the techniques he learned in Sabae. Yamaguchi worked with the manufacturer to determine how the indigo could be used on plastic frames, conducting research and repeated technical testing for two years. In 2017, the long-awaited product was launched. The glass frames became a hit throughout the industry.

The Awa indigo Awa‐Ai Eyeglass Framess have become the brand's the flagship product. The appealing design functions in both professional and leisure settings, allowing for versatile use.