Side Eye Sunglasses: The New Luxury Trend
In the world of luxury eyewear, Side Eye has rapidly established itself as a brand to watch. Launched just under a year ago, the brand has gained traction across the fashion industry, especially among influencers and celebrities.
Early Recognition
Fashion editors first noticed the brand at the launch event in May, and since then, the popularity of their sunglasses has soared. Notably, popular models like the 223 Butler St and 1225 Madison Ave have been spotted on fashion icons like Kendall Jenner, Bella Hadid, and Kaia Gerber.
On Vittoria Ceretti: Side Eye 223 Butler St Sunglasses ($290)
On Kendall Jenner: Side Eye 233 Butler St Sunglasses ($290)
On Kaia Gerber: Side Eye 233 Butler St Sunglasses ($290)
Founders’ Journey
Leila Merz and Athina Rickmers, the visionary duo behind the brand, bonded over a shared love for eyewear during their studies at Columbia Business School. They sought to fill the gap between low-quality mass-market options and overpriced luxury brands. Their aim is to provide timeless designs with exceptional craftsmanship and fair pricing.
Merz shares that “sunglasses have the power to change your look, uplift your mood, and boost confidence.” Rickmers adds that the brand aims to deliver quality and craftsmanship without the typical luxury markup.
Design Philosophy
The brand draws inspiration from a mix of archival fashion imagery, vintage photography, and the vibrant scenes of New York City. Each frame is named after a New York address, adding a personal touch that showcases the founders’ memories and connections to the city.
For instance:
- 141 Waverly Pl represents where they first conceptualized the brand.
- 52 Grove St captures their intimate moments in the West Village.
- 223 Butler St signifies their Brooklyn nights out.
Collaborative Process
The design process is highly collaborative, beginning with conceptual ideas rather than strict sketches. The founders and their designer work iteratively, refining elements to ensure a perfect fit and function, all while using high-quality materials from reputable Italian artisans.
Looking Ahead
As Side Eye continues to grow, they remain focused on expanding their collection thoughtfully, enhancing community engagement, and introducing new designs. Their goal is to create a global eyewear brand that embodies the spirit of New York while staying true to luxury craftsmanship.
Shop Side Eye Sunglasses
For those interested in adding a touch of modern luxury to their eyewear collection, explore the Side Eye collection:
