A Single-Wire Eyewear Brand To Compete With Luxottica

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A U.K.-based startup has come up with a new design for high-end, direct-to-consumer sunglasses that are original, modular and virtually indestructible. But to get their eyewear in the hands of consumers, they’ll have to compete with some industry giants, including Luxottica Group of Italy, whose brands include Ray-Ban and Oakley, among others.

Their company, Wires Glasses, isn’t competing on price. At $380 per pair, its sunglasses cost as much as other designer eyewear. If Wires succeeds, it will largely owe instead to its unusual single-wire design, patented invisible hinge and, perhaps most important, the narrative it tells about design and sustainability. Indeed, in a day and age where new brands are launched every day, storytelling can mean the difference between barely surviving and thriving, something this team seems to understand.

Source: TechCrunch