Reviews

Internet brands are booming, and in sports-oriented sunwear there is now a confusing mass of online only brands selling direct to the consumer, with just a handful working that little bit extra to offer a balance of affordability, functionality, and, importantly, attentive customer service.

In the sports/leisure segment, Sungod Custom Optics – a start-up based in the UK and Verbier, Switzerland, has launched a customisable sunglasses collection – with a team of hard-core sports personalities endorsing the designs on Instagram including Stephanie Ede (duathlete/cyclist), Max Rowe (freestyle windsurfer) and Tom Bishop (triathlete).

The process of purchasing the product itself is different, quite fun, for the novelty, and super fast. You choose a shape (all quite standard), select the colours of the front, temples, lenses and logo icon – according to your personal preference – and then buy. The order – once processed, is with you within a couple of days (in my case 48 hours – the frames are assembled in the UK) and offers a Lifetime Guarantee promising that all breakages will be repaired – or fully replaced – free of charge. My first order included the Custom SIERRAS and the Custom Classics – both standard shapes, in one size, but just working ok for my smallish face shape and my son’s, who is 15. (Above: Custom SIERRAS).

UV protection is the key feature, and beyond that the sunglasses perform as a hard-wearing option for sports and outdoor activities at a realistic price (from £65.00) – this is of course significantly lower than equivalent all-round sport styles by Ray-Ban and Oakley.

For technical content, the 4KO Lenses are made from a 2mm Polycarbonate Core and you select from 5 lens tints that offer enhanced contrast and optimised clarity – the tint we selected in “smoke” was comfortable in bright conditions. Polarised versions are also available and judging by the number of water sports enthusiasts featured on the Instagram page, the lenses are adaptable and suitable for water sports.

The frame itself is made from the company’s Adventureproof Frame Material – this is a memory polymer – designed for durability,  protection and high flexibility. It’s as good as any standard sports sunglasses material coming from China and it feels light and modern and pleasant to the touch. The colours are classic and easy-to-wear and a popular look for youngsters and the teen and 20+ market.

Sungod Custom Optics produces sports-oriented sunglasses and sports goggles. They have also launched a special signature series of models in collaboration with Pro Team Athletes including Hannah Whiteley and we expect to see more exciting projects from their young entrepreneurial team. For more details visit www.sungod.co CN

Specialists in sustainable eyewear since 2010, EOE from Swedish Lapland is heading to Italy later this week (21st-24th September) for WHITE Milano, a highly regarded fashion trade fair for women’s collections and accessories. It’s the independent brand’s first appearance at the 4-day event which is known as a creative launch “pad” for new and rising fashion labels from around the world.

Among the EOE styles for the coming season is the model above – Eljest, representative of the simple yet distinctive style in this highly eco-conscious collection in eyewear. The styles are recyclable and biodegradable, produced in an acetate material that contains no petroleum or poisonous phthalates, and to top it off, use steel parts produced from a carefully sourced recycled Swedish steel.

EOE Eyewear was founded by Erik and Emilia Lindmark during a snowmobile ride in the small village of Ammarnäs in Swedish Lapland. Their vision, they explain, was to create eyewear that combined the elegance and simplicity of Scandinavian design, with the barren beauty of the nature in the north of Sweden. The brand is one to watch for 2019 when they will announce a new exciting step in their achievements in sustainability and eco-friendly materials. www.eoe-eyewear.com CN

WHITE Milano takes place at Via Tortona 27 – for further details visit www.whiteshow.it