SHADY BUSINESS

DESIGNED OBSOLESCENCE

The mammoth eyewear industry today is flooded with indistinguishable brands pumping huge collections into a market saturated with mass-produced, tired designs. Brands follow irrelevant, monopoly-defined trends in frame shape and lens colour, which are designed to quietly slip into obsolescence with each season. True novelty is held back and rolled-out (if ever) in a drip-feed of recycled styles to maximise profits and keep customers hungry; a breadcrumb trail designed to cheapen our relationship to the eyewear we buy, and keep us on the lookout for innovation that won’t come.

TIMELESS. THE ULTIMATE TREND

Eyewear is beautiful. Far too beautiful for fast-fashion’s model of collections, seasons, and trends. In 2018 Adrian Müller moved back to Beirut to design and prototype his first pair of sunglasses. The process revealed a new side of eyewear. Far from the quick, cheap, disposable, déja-vu fashion accessories the industry offers, eyewear can be exciting, precise, engineered, and beautiful by design. Objects of desire, our collector eyepieces are inspired by architecture, geometry, materials, and proportion. Made by second and third-generation Master craftsmen and artisans from around the world, each component of our eyepieces is built on decades of craft, passion, and purpose.

Rather than release multiple styles to fill up collections and keep up with a market-driven timeline, we launch every edition after months of research, design, and prototyping – as-and-when it comes to life, one design at a time.