It's backed by several celebrities.

Startup firm Privé Eyewear is seeking to disrupt the eyewear industry, including the Warby Parkers of the world, by selling sunwear for less than $30 a pair.

It plans to start pre-selling at on May 15, WWD reports.

Prive is taking a direct-to-consumer approach. The company has teamed up with, which will feature the brand on its homepage on June 2.

David Schottenstein, founder of the startup, said he's going for scale with the sunwear, which is made in China.

“Because the price point is so aggressive, the market size that we’re so accessible to is significantly bigger than a lot of these other companies.”

Several celebrities, including Jamie Foxx, Jeremy Pivenhave, Ashley Benson and Hailee Steinfeld, have stakes in the company and will assist with marketing and design.

WWD reports that the brand has 115 stockkeeping units so far.

Read more at WWD


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