Like the garment in question, company’s new lens tricks the eye.

The timing of last week’s “what color is this dress?” sensation is proving a lucky break for EnChroma, the Berkeley, CA maker of lenses that correct certain kinds of color-blindness. In the ensuing conversation about how the brain can be tricked into perceiving colors, EnChroma is benefitting from secondary media attention to its CX sunglasses, which essentially trick the color-blind eye into being able to see true colors more vividly. Last month, the company introduced a polycarbonate version of the lens, priced from $325 to $450, and renewed its commitment to bringing out a clear version soon.

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