Indie Sunglass Brand Refuses to Plaster Their Logo All Over Every Pair


Their strategy is subtlety.

Ron Shabtai, co-founder of the Smoke x Mirrors sunglasses brand, recently sat down with Forbes for a Q&A about his upstart indie label. Discussing the brand’s aesthetic, he was asked why his company doesn’t adhere to the industry trend of putting oversized logos on its frames. He responded:

“I think, at least for some of the major houses with eyewear collections, they treat it as an entry-level product, a piece of the brand you can buy when the handbag or the jacket is out of reach. This kind of thinking has bred other brands to follow suit, and it has become somewhat of a trend. Smoke x Mirrors doesn’t believe in making anyone a billboard for our brand. Subtlety is key.”

Read more at Forbes