Today’s eyewear sector is an extractive industry, not a creative industry. The main players don’t see the role of eyewear as that of creating value for brands, but extracting value from brands. Your brand is a mine, and they buy the licence to mine it.

The results are clear for all to see: one pair of sunglasses looks very much like another pair of sunglasses, regardless of the logo on the side.

We created Fluxus to change this. The way we see it, brands help consumers discover and express hidden personas within themselves. Consumers may buy products, of course, but what they’re really “buying into” is someone they want to be.

Eyewear can play a critical role in this. Try to remember the first time you tried on a pair of sunglasses: you looked like a film star, didn’t you?

Fluxus Eyewear

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