Smoke x Mirrors: eyewear with artistry and attitude

Smoke x Mirrors – the New York label that launched last year – is the creative endeavour of two cousins: David Shabati and Roi Ironi (above). Roi tells Eyestylist how they started their business.

Please give a brief history of how Smoke x Mirrors was created? “It started in Mexico when I lost my glasses. I went out to replace them, but couldn’t find anything I liked – it all looked the same to me. After this, I couldn’t help but to explore, and that’s when I recognised the lack of innovation in the industry, and the white space waiting to be tapped into. After working in the watch business, a very traditional industry from a manufacturing standpoint, I saw eyewear as an opportunity and vehicle to really express creativity, and push technology to reach the desired design level.”

Smoke x Mirrors GeoII
Smoke x Mirrors GeoII

How would you describe the fashion concept and philosophy of Smoke x Mirrors? “We approach eyewear as a means of fashion innovation. Outside of our core collection, we release diverse, radically different capsule collections, and collaborations that don’t necessarily adhere to a set identity – that’s where the name comes in. It gives us the freedom to play and experiment with design, to push boundaries on the technical and aesthetic level. ”

Artful geometrics: GeoII
Artful geometrics: GeoII

What is the customer profile – and consumer marketplace – of the Smoke x Mirrors frame wearer? “Our glasses are genderless and ageless. Simply put, my girlfriend and my father wear the same frames.”

As newcomers to the eyewear industry – what are the biggest challenges so far? “The classic industry is not relevant as it is today, but is undergoing a seismic shift that we’re set to lead.”

Double bridge sunglasses with a difference: GeoIII by Smoke x Mirrors
Double bridge sunglasses with a difference: GeoIII by Smoke x Mirrors

In the next three years, how do you foresee Smoke x Mirrors developing your own identity, and distinguishing your brand in the eyewear business? “In terms of identity, time is not relevant – whether’s it’s now or in three years, we’ll still be Smoke x Mirrors.” www.smokexmirrors.com  Smoke x Mirrors will present their latest capsule collection – GEO –  at Silmo in Paris 23rd-26th September. www.silmoparis.com JG