This Brand Is Shaking Up the Eyewear Market With Luxe, Elegant Sunglasses

Common wisdom suggests that if you can not find what you need, you should just make it yourself. That’s how Alex Baker, the chief operating officer of Fivestory in New York, found herself working on a highly technical side job: Féroce, a brand new line of handmade acetate sunglasses, each retailing for just $110. “I always found that if I was searching for sunglasses, I needed to choose between quality, design, cost, and real protection,” Baker explains. “I really wanted to create sunglasses which had all of those things–which felt really high end, but were accessible. I don’t feel that because there’s a lot of attention to detail, they must cost a lot of money.”
You can state Féroce is filling a difference between the cheap, fast-fashion eyewear brands as well as the designer sunglasses that seem to receive more expensive by the year (right now, a set from one of the very best brands will cost you at least $400). Nonetheless, it’s nearly a disservice to compare Féroce’s eyeglasses to its direct competitors; in fact, they out-perform many of the sunglasses that cost two or three times as much. A lot of this boils down to Baker’s direct-to-consumer company version, but it’s also a fact that eyewear is often marked up to an exponential level. That becomes even clearer once you hear exactly the way Féroce’s well-priced eyeglasses are made: Each is carved from a single block of acetate, which is provided by the Italian company Mazzucchelli 1849, known for its exceptional quality and rich colors; compared, other brands (especially the less-expensive ones) use injection molds, a cheaper procedure that may yield favourable outcomes. During a trailer, she also pointed out the inner arrangement inside the acetate frames: every has gold hinges and a gold cable center, a detail that’s often absent from different labels.
Baker is starting with a handful of styles that she describes as timeless, but with touches of novelty in the colours, which range from classic black and tortoise to crimson, beige, ivory, and rose. “I wanted them to be sunglasses women can eyewear for a very long time,” she states. “I really don’t want them to become [perceived as] fast trend, but I really do feel that the price gives girls a chance to purchase their preferred style in multiple colours, so that they could put it back to different outfits or lipsticks.” Before she expands into different materials–such as wire frames, metal frames, or mixed-material frames–she hopes to slowly add more colors first.

round sunglasses


Concerning fit, she also went through”an immense quantity of sampling” to make sure that each framework will match numerous face shapes and sizes. On her site, she’s recommended a couple of these based on face proportions: The slim Hilary, for instance, is ideal for”miniature faces,” while the Claudine is ideal for medium, long, or rounder faces. The majority of the sunglasses are explained as being”ideal for many shapes,” though, like the angular Heather or oversize Davinia, and all them were created to prevent”the half-eyebrow,” Baker’s personal pet peeve. “If you’re going to wear a really small frame, you should see your entire eyebrow [over it]. But if you’re wearing a larger frame, it must completely cover your brow–not cut right through the middle,” she explains. “It simply frames your face ” Whether you would rather big, little, cat-eye, or round sunglasses, locate your new favorite on Féroce’s site.

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