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In Spain we have a good eye - and taste - for
glasses.
In the last two decades, indigenous firms dedicated to the design of this vision accessory have proliferated like mushrooms, creating eclectic models that combine
aesthetics with functionality
and that have nothing to envy of the iconic models that have changed the course of history and They have become myths.
The proposals of the
independent labels
in the vision sector are committed to a greater appreciation of the country's own quality product as something distinctive, original and differentiating. In Spain specifically, the glasses sector is well appreciated for offering, in an increasingly in-demand niche, a range of
eclectic proposals
that
cross our borders
in sales. All of them, in their own way, preserve that 'wow effect' by framing the look with style, transmitting
modernity at increasingly affordable prices.
Let's not forget that this last factor is also relevant.
This boom in independent labels dedicated to the creation of sunglasses coincides, in turn, with the progressive growth of optics in our country, which exceeds sales year after year, even before the pandemic. Before delving into some disruptive projects that mark the present of the sector, it is worth knowing the origins of sunglasses.
Kaleos
From necessity to trend: history of the accessory that dresses the look
As an accessory linked to fashion,
sunglasses have barely 100 years of history
and there is a key date to understand them as we know them today: 1928. The scientist Edwin Herbert Land created the first synthetic polarized filter and they began to be applied these filters to the lenses of sunglasses. A year later, businessman Sam Foster saw a business opportunity in Herbert's invention when observing bathers who were beginning to spend their summers on California beaches. It was from
the 1930s onwards
that sunglasses became popular as an essential accessory for moments of
leisure and relaxation,
offering better vision during sunny summer days.
In parallel, two different industries were decisive in ensuring that sunglasses were well received as an accessory that combines style with functionality. One of them was
the United States Air Force,
with the invention of new polarized prototypes created to improve the vision of pilots on military bases. This is the origin of the iconic aviator design that the
Ray-Ban
brand would launch in the 1950s.
The other industry was the film industry, with the consolidation of sunglasses among Hollywood artists, who used them to
protect themselves from the spotlight on sets.
There is no better way than movie stars to perpetuate the dream of having a stylish accessory within reach of the population.
TIWI
After the Second World War, rock musicians spread models with thin, metal frames with mirror-effect lenses, and in the 60s this accessory was manufactured on a large scale with million-dollar sales. From there emerged
the first brands specialized in sunglasses,
and with
the rise of ready-to-wear,
the big fashion houses saw a business opportunity
to expand their collections,
until then reserved exclusively for the wealthiest clientele.
Until today, international brands coexist with local firms, offering a wide variety of designs at the service of creativity and innovation. This emergence is reflected
in the diversity of shapes and silhouettes
for all tastes, significant improvements in lens technology, experimentation with materials, attention to detail and an infinite color palette that encompasses
surprising color combinations.
At Yo Dona we have selected
some national brands
dedicated exclusively to this accessory, elevating sunglasses
to the luxury category.
Do you have them on your radar?
Two models of sunglasses from the new Archy Welfare season.
Archy Welfare, without fear of color
Archy Welfare
represents a new concept in optics, but it is also its own brand. Behind this project are three entrepreneurs with extensive experience in the eye sector, who decided to bet on expressing their personal and professional vision through an exclusive project, born from honesty and professionalism. "After years of experience in the sector, we have observed that craftsmanship, quality and design have gained significant relevance in the purchasing decision," says
Ángel Ballesteros,
one of the founders.
In this boutique optician, located in the heart of Madrid, you can find sustainable glasses handmade in Spain with exclusive designs and
an excellent quality-price ratio.
For the manufacture of each model, Italian Mazzucchelli acetate is used, made from natural cotton. "As it is a very artisanal process,
no two glasses are exactly the same,
and that exclusivity is precisely what we want to offer," adds Ballesteros. As for the favorite models of his clientele, there is a little of everything, although a clear trend is perceived:
"People have lost the fear of wearing glasses and we dare to wear more shapes and colors,"
he concludes.
Mermaidcore inspiration campaign for Etnia Barcelona's Underwater SS24 collection
Etnia Barcelona, oversized and forceful models
Since 2001,
Etnia Barcelona
has been creating glasses in its own way, and they never go unnoticed. For more than two decades, this independent brand has built a brand identity based on
freedom, diversity and creativity,
using color and art as its main vehicles. "These two elements make up our DNA," the company says. This innovative approach has allowed Etnia Barcelona to weave stories in collaboration with art legends,
"from Bowie to Basquiat,
Klein, Ignasi Monreal or Steve McCurry."
Etnia Barcelona is not guided so much by trends as by the triple function of this transformative accessory:
health, comfort and aesthetics.
"Glasses as a means of expression," emphasize the same sources, thus highlighting the emphasis
on color and rebellion
so characteristic of the brand. However, there are always classics that return, like the Bold collection, "which encapsulates all of our character and DNA more strongly than ever." This collection presents
oversized and forceful models
made with natural acetate.
A rectangular design from the new season of Gigi Studios
Gigi Studios, a peculiar creative approach
Gigi Studios
has positioned itself as one of the most recent players in the made in Spain optics market, although it has extensive experience behind it. The Catalan company emerged in 2019 as part of LR Optics, founded in 1962 by Fulgencio Ramo. Currently, it is
Patricia Ramo,
his granddaughter, who runs the business, distributing her innovative, avant-garde and timeless designs throughout the world. "We like to say that we are
designing the future,"
she notes.
The success of this young brand lies, without a doubt, in its peculiar
creative approach
to quality and design, values that it shares with the artisanal craft of three generations of the same family. "This heritage and tradition are reflected in the attention to detail that, combined with new technologies, allows us
to create very distinctive models,"
adds PRamo. The brand attracts an audience "that looks for
something more than following trends",
and beyond the models that are in vogue, there is a common maxim that unites them all: "They are very elaborate designs because we are motivated by
excellence and sophistication,"
he concludes.
One of Hawkers' bestsellers
Hawkers, digital natives
Hawkers
has established itself as one of the most internationally recognized Spanish brands since its creation in 2013, marking a groundbreaking beginning by emerging
in a digital environment
with a complete value proposition for consumers. "Hawkers makes trendy fashion available to everyone," company sources say, highlighting that
"quality does not have to be expensive
or limited to a few users."
From their headquarters in Elche, where they have their own production factory, they create models for all tastes, some of which have become best-sellers, such as the ONE glasses, a unisex design that has evolved in line with the tastes of the market; and
the WARWICK model,
which this spring arrives in stainless steel to offer a more refined look. The Spanish brand has regular sponsors such as the actress
Paula Echevarría,
world-famous singers such as Manuel Turizo and Tini, or the F1 driver Pierre Gasly, whose latest collections have broken sales records.
A cat-eye design from Kaleos' new SS24 collection.
Kaleos or the search for beauty
At
Kaleos,
a brand designed in Spain that was born in 2013, efforts focus on the shape of each design, with models with barely perceptible logos that stand out for their style. "Our manifesto is based
on the search for the beauty
of each silhouette, and we believe that this is key to differentiating ourselves from the rest," explains
Rita Occhiuto,
spokesperson for the brand.
The firm, based in Barcelona, does not launch entire collections, but rather
capsules with avant-garde designs
that are renewed periodically. "We have a live collection where we present many new products, and each season there is some model that stands out from the others," says Occhiuto. For those who follow trends closely,
Kaleos points out the latest obsession of fashionistas:
"The wraparound glasses of the 80s are emerging for those who dare with everything," she concludes.
: An ode to geometry in this design by Nina Mûr.
Nina Mûr, personalization and sustainability
Nina Mûr
is an independent brand with a sustainable essence that avoids
"mass and non-localized production",
and was born in 2018 thanks to
Lorena Serrano.
"When we talk about sustainability, we refer not only to the materials, but also to how and where it is produced," details its founder. In this case, everything is created in a workshop located in Madrid. Other aspects that differentiate Nina Mûr from its competition are on-demand production to eliminate unnecessary stocks and the
personalization and customization
service with exclusive models adapted to the tastes of each client. "We add this value, which represents
a connection to the sale,"
adds Serrano.
Design also occupies a prominent place, and the Madrid firm places great emphasis on
the world of art
in all its disciplines. The recently launched Bhaus collection is a clear example of this.
One of Tiwi's designs, geometric shapes and color.
TIWI, glasses with a lot of vibe
With an evocative name that refers to the paradisiacal Australian islands,
TIWI
is a glasses brand that was founded in 2014 in Madrid. In just a decade, it has carved out its own space in the Spanish market. The brand defends
creativity, exclusivity and a unique design
where the most avant-garde models coexist with other renewed classics, offering a wide range of
colors, contrasts and original details.
This attention to each particularity makes them unique: "They are stylish, elegant and
cool glasses,"
says
Guillermo Casar,
CEO and creative director of the firm.
Since practically every TIWI glasses is different, they rarely have must-haves, although there is something anecdotal about the collections they launch: "We have made limited editions that have ended up becoming
icons of the brand,"
adds Casar. In terms of trends, the cat-eye style, like the one exhibited by the
Venus model,
is a success, but "rectangular shapes are here to stay, both for men and women," Casar concludes.
The value of uniqueness is essential at Woodys Barcelona
Woodys Eyewear, disruptive stories
Woodys Eyewear
is a casual Catalan brand that had a curious beginning. It arose from the need of its founder, businessman
Josep Dosta,
when his own sunglasses fell into a lake while he was practicing his favorite sport, wakeskate. Seeing how they sank and lost them forever, the first prototypes were made of
wooden sheets from recycled boards.
From this idea Woodys was born in 2013, and over the years, this firm based in Vic has evolved and matured to become a solid company with more than 100 workers, present in more than 72 countries around the world.
"Color and identity define the brand," says its founder. Thus, it is not surprising "designs with harmonious color combinations for any occasion," he adds. Through frames, Woodys creates disruptive stories represented by unique people. The value of uniqueness for this fashion accessory is essential,
"capable of reflecting the personality
and style of the wearer," concludes its founder.