The Vision Council and RX have opened free submissions for the sixth annual 2027 NOW Awards, welcoming eyewear designers and brands worldwide. Entries close on February 5, 2027, with product samples required by February 10. Finalists will be announced in late February, and winners will be honored during the NOW Awards ceremony on March 11 at Vision Expo 2027, held March 10–13 at The Venetian Expo in Las Vegas. A judging panel chaired by Nico Roseillier will evaluate entries across categories including Best Optical, Sunglass, Direct-to-Consumer, Emerging Designer, Wearable Technology, and NOW Design. Every submitting brand is guaranteed at least one frame display in the NOW Showcase on the show floor.
Innovative Eyewear, Inc. announced the launch of its Lucyd Aero™ smart eyewear collection, available exclusively at Lucyd.co with a $149 MSRP. The frames weigh between 1 and 1.2 oz, with the Lark style at 1 oz, positioning them among the lightest US-provided smartglasses. Designed to resemble traditional eyewear, the collection features no visible buttons or exterior lights, utilizing invisible touchpads for control. The glasses are camera-free and not always listening, activating only via touchpad for a privacy-first experience. Connected to the Lucyd app, they offer hands-free access to ChatGPT, Claude, and Gemini, along with Walkie, Newscasts, and translation features. CEO Harrison Gross stated the collection eliminates switching costs from traditional eyewear, while director Dibby Bartlett noted the weight and appearance address optician concerns regarding patient wearability.
Meta’s documentation for WebMCP on Ray-Ban Display states that the `untrustedContentHint` flag is not an enforced security boundary, advising developers to validate all inputs and never accept the assistant’s account of actions without verification. The guidance, published ahead of a wide release, notes that WebMCP is currently off by default and enabled per device via Developer Mode or rollout. It highlights silent failures when using seven reserved tool names like `openUrl` and `goBack`. These instructions apply to glasses priced at £749 in the UK and €899 in Germany, emphasizing that text handed to the model may carry injection risks.
A store listing on Xreal’s US website appeared on October 7, detailing four versions of its upcoming Android XR glasses, the Aura. The variants offer either 12GB RAM with 256GB storage or 16GB RAM with 512GB, each available in M (IPD 60-66mm) and L (IPD 66-72mm) frame sizes. Although the store tags the product as "Pre-order," Xreal’s FAQ denies this, describing it instead as an early reservation with final pricing and configurations to be announced closer to launch. The page lists a Fall 2026 expected launch across 28 countries, including the US, UK, Japan, and South Korea, but notably excludes Canada despite a summary line mentioning it. Hardware specifications include a Snapdragon Reality Elite platform, an XREAL X1S Spatial Coprocessor, and a 70-degree optical see-through display.
On October 5, Norway’s Ministry of Digitalisation and Public Administration announced a proposal to temporarily ban the use of AI glasses in parks, bathing beaches, and museums while drafting permanent legislation. The release presents two inconsistent lists of potential restricted locations; one includes shopping centres and schools, while the other adds amusement parks and swimming pools but omits youth clubs. Neither list is legally binding, and the specific definition of covered devices remains under investigation. Minister Torgeir Micaelsen stated the goal is to prevent non-consensual recording in unobserved spaces. The government clarified this is not a blanket ban, as private use remains legal. No bill has yet been submitted to the Storting, and no penalties or completion dates were specified.
Meta announced on October 8 that it is donating 1,000 Ray-Ban Meta AI glasses to four Singapore organizations serving people with disabilities: the Singapore Association of the Visually Handicapped (SAVH), Guide Dogs Singapore, the Singapore Disability Sports Council, and Gardens by the Bay. A US$30,000 grant accompanies the donation, allocated entirely to SAVH for developing a free accessibility curriculum focused on object identification, text reading, and voice commands. The announcement did not specify the glasses' generation, distribution among recipients, or delivery dates. While Gen 3 is the current product line, Meta confirmed no model details for these units. The initiative was unveiled at an accessibility showcase co-hosted with SDSC, emphasizing existing features like live translation and hands-free calls rather than custom-built technology.
Sony agreed in December 2025 to assign 419 XR patents worldwide to Meta. As of October 2026, 43 US patent transfers have been recorded with the United States Patent and Trademark Office, occurring in June (2), July (20), and September (21), with no records for August. The portfolio includes 180 US patents and 239 family filings in Japan, China, Korea, and Europe. Neither company has commented on the assignment or its implications for product lines. While some reports interpret this as Sony scaling back XR hardware, this remains an unconfirmed analysis. The agreement covers virtual, augmented, and mixed reality technologies. This patent movement does not directly impact current retail availability or product launches.
The Quietglass project, a suite of free apps for Even Realities G2 smart glasses built on the official SDK, contains a documentation error. While the English README heading states "Eighteen apps," internal tables and build logs confirm nineteen applications. This discrepancy arose after a commit added the Xaventra HUD app hours before the file was read on October 8. The collection includes ten ready-to-use apps and nine self-hosted options, such as FlowList and PostureLens. Notably, no apps have been verified on physical hardware; all testing occurred in Even’s simulator against SDK 0.0.16. The project deliberately excludes features already native to the glasses, like teleprompter and calendar functions.
At SILMO Paris 2025, Design Eyewear Group CEO Lars Flyvholm detailed how the Danish company’s international design teams collaborate across brands following the Menrad acquisition. The group, headquartered in Aarhus with studios in Europe and North America, distributes eyewear in over 100 countries. Its portfolio includes FACE A FACE, ProDesign Denmark, WOOW, Inface, Kilsgaard, Nifties, Alium, and the recently acquired Menrad labels. Flyvholm also shared perspectives on the future of optical trade shows. The interview highlights the integration of diverse styles, from bold to minimal, within the group’s curated family of brands.
At SILMO Paris 2025, Vuarnet Brand Director Giulia Zanzi detailed the French performance eyewear brand's evolution under the Thélios banner. The interview highlighted Vuarnet’s integration of French craftsmanship, advanced materials, and lens technology to serve athletes and adventurers. Founded in 1957 and named after Olympic skier Jean Vuarnet, the brand distinguishes itself through exclusive use of mineral glass lenses handcrafted near Paris, offering superior clarity and protection against UV, blue light, and infrared radiation. Frames utilize noble materials such as bio-acetate, titanium, and stainless steel. Zanzi emphasized Vuarnet’s mission to combine technical excellence with authentic luxury, maintaining its heritage from alpine roots to global presence while continuing to innovate with sustainable materials and bold designs.
At SILMO Paris 2025, Renato Montagner, Art Director of TAG Heuer Eyewear, detailed the brand’s evolution from Jack Heuer’s Formula 1 collaborations to modern performance design. The discussion highlighted how partnerships with racing icons like Niki Lauda and Ayrton Senna established a philosophy where real performance stems from real racers. Today, this approach continues through ambassador Patrick Dempsey, whose input as a Porsche Motorsport competitor influences frame aerodynamics and ergonomics. Operated in collaboration with Thélios, the LVMH eyewear division, the relaunched Swiss luxury sport brand emphasizes precision engineering and athlete-driven development. The current collection features wraparound shields, lightweight frames, and reinforced cable temples, targeting active lifestyles with tech-forward sport-luxury aesthetics.
At SILMO Paris, Design Eyewear Group CEO Lars Flyvholm detailed the company’s expansion into German markets via the Menrad acquisition. He highlighted plans to reignite Menrad’s heritage through a new design office in Berlin, marking DEG’s growth from boutique roots to a global house of Danish, French, British, and German brands. Flyvholm emphasized that while product design is central, success requires supporting independent opticians with staff training, sell-through assistance, and quick delivery to counter retail consolidation. Drawing on his background at Bang & Olufsen, he stressed maintaining distinct brand DNA across the portfolio while fostering an international, people-first corporate culture.
Organizers announced that the international eyewear trade show SILMO Paris will take place from September 25 to 28, 2026, at Paris Nord Villepinte. The event expects approximately 900 exhibitors, 1,500 brands, and over 33,000 visitors. Beyond traditional design showcases like the SILMO d’Or Awards and Trends Forum, the 2026 programme emphasizes technology integration. A dedicated SILMO NEXT area and Tech Village will feature demonstrations of smart glasses, AI-assisted eye examinations, and virtual environments. Additionally, more than 60 conferences across four spaces will address artificial intelligence, preventive healthcare, retail evolution, and sustainability. A 160-square-meter CSR Area will highlight responsible industry practices. Visitor registration is currently open for this professional optical market event.
BOLD Optical Fair announced its tenth-anniversary "BOLD XXL" edition for September 6–7, 2026, at the Brabanthallen in ’s-Hertogenbosch, Netherlands. The event features more than 420 participating brands across eyewear, lenses, and technology, targeting opticians and optometrists. Admission is free for registered professionals during opening hours of 09:30 to 18:00. New elements include a Knowledge Square offering presentations with potential accreditation points and an anniversary lottery supporting Oogfonds and Brillenbus charities. This expansion marks growth from the fair’s origins in Nijkerk, positioning it as a major meeting point for the Dutch optical market.
The nominees for the 33rd SILMO d’Or have been revealed ahead of SILMO Paris 2026, which takes place from September 25–28 at Paris Nord Villepinte. The official shortlist spans 13 categories, including independent eyewear design, smart eyewear, low vision solutions, and technological innovation. Recognized as one of the industry’s most prestigious distinctions since its creation in 1994, the award celebrates excellence in craftsmanship and vision technology. Nominees will now undergo an extensive judging process involving optical professionals, designers, and international press members. Winners will be announced during the trade fair. TEF Magazine noted that this year marks ten years of their participation on the jury, with Editor-in-Chief Maarten Weidema serving since 2019.
BOLD Optical Fair concluded its tenth-anniversary edition, BOLD XXL 2026, at the Brabanthallen in ’s-Hertogenbosch. The two-day event attracted 3,219 registered optical professionals, including opticians and students. Approximately 75% of attendees traveled from the Netherlands, while 14% came from Germany, 7% from Belgium, and 4% from other countries. The fair featured eyewear collections, technology providers, and educational sessions on the Kennisplein platform. A special anniversary lottery and the Club Bizarre showcase by TEF Magazine highlighted independent brands. Organizers stated the event strengthened community ties and international reach. The next iteration, BOLD Light, is scheduled for March 1, 2027, at the same venue as a focused one-day trade event.
Marketing consultant Alessandra Salimbene will present a talk titled "What Really Defines an Independent Optician?" at SILMO Paris 2026 on Saturday, September 26, from 14:00 to 15:00. The session challenges the traditional definition of independence as merely being "not a chain," arguing instead for identity based on character and recognizability. Salimbene will introduce a marketing framework focusing on positioning, communication, and customer experience rather than store size or ownership structure. Drawing on her work between Italy and the United Kingdom, she emphasizes that independent opticians must look beyond domestic markets due to cross-border influences in design and consumer behavior. Additionally, Salimbene plans to reveal a new project developed specifically for Europe’s independent opticians, with details kept confidential until the presentation.
TEF Magazine profiles Aldo Farinola wearing The Philosopher sunglasses by Agbassio Eyewear, highlighting the brand’s Japanese craftsmanship. The softly squared acetate frame features rounded corners and subtle gold detailing, designed for quiet presence rather than attention. Manufactured in Japan using premium Japanese acetates and titanium, the eyewear incorporates gold-plated drill-through seven-barrel hinges for durability. Select titanium executions include palladium finishes. Agbassio derives its name from the Caucasian word "Agbas," symbolizing wisdom and respect. The brand positions itself as a visionary label where luxury is measured and restrained, merging Art Déco geometry with prestige craftsmanship. This profile emphasizes alignment between the wearer’s instinctive style and the frame’s intentional design, showcasing the product within the context of Foggia’s raw aesthetic.
The Eyewear Forum highlights the Anton frame by Wolfin Eyewear, presented in a Milky Green colorway. This acetate model features softly squared lenses, a solid bridge, and softened edges within a compact construction. The Milky Green finish shifts between muted olive tones and translucent warmth depending on light exposure. Wolfin Eyewear, a Belgian brand founded by Inge De Muynck, specializes in vibrant, gender-neutral frames handcrafted in Italy using high-quality materials. The brand’s philosophy emphasizes individuality and inclusivity, often featuring everyday individuals rather than professional models in its campaigns. The Anton design is described as sophisticated yet restrained, intended to complement tailored attire without creating visual tension. No specific retail price, availability date, or geographic distribution limits are provided in the source material.
Aldo Farinola wore the DITA Lancier LSA-433 with its Air lens configuration (DLS433-A-03) during a photoshoot in Foggia, southern Italy. The frame combines Japanese acetate rims with a titanium chassis and round-swaged temples. The Air lens is engineered for high-altitude brightness and intense direct light, aiming to control glare and reduce visual fatigue while maintaining detail. DITA Lancier offers three distinct lens configurations—Land, Sea, and Air—each designed for specific environmental conditions rather than generic use. The brand, founded in Los Angeles in 1995, emphasizes handcrafted production in Japan using premium materials like titanium and 18k gold detailing.
Art curator Marcel Katz, founder of Maison Marcel, launched Marcel + Dalí, a limited-edition luxury eyewear collection created in collaboration with the Salvador Dalí estate. The collection translates Dalí’s sculptural forms and visual codes into wearable objects rather than applying artwork to conventional frames. Each piece is crafted using precious metals and premium materials, developed between Miami and the South of France, and handcrafted by specialist artisans in Modena, Italy. Production quantities are intentionally restricted to emphasize collectibility. A portion of proceeds supports a nonprofit organization dedicated to helping children develop creative talents through the arts. Founded in 2021, Maison Marcel approaches eyewear as wearable sculpture, positioning this release within the growing intersection of independent eyewear, jewelry, and collectible design.
British eyewear brand ARHLO, distributed by Eyespace, will make its international debut at SILMO Paris 2026 on September 25. The launch features a significantly expanded optical range with 18 models across 52 SKUs and a new sunglass collection comprising 12 styles across 36 SKUs. Pre-orders opened through Eyespace on September 7. The collection emphasizes a "Properly Irreverent" identity, blending British heritage elements like tartan and tailoring with street culture influences from Camden and Glastonbury. Model names reference specific UK locations, such as Shoreditch for optical frames and Pyramid for sunglasses. Design details include bespoke hinges, patterned core wires, and etched shields. This expansion aims to establish ARHLO's distinct character beyond the UK market, where it is already present in independent practices.
Japan-born designer Gow Tanaka has established TANAKA Eyewear in an East London atelier, producing frames from Richlite compressed paper composite. The brand employs a single-author model where one maker handles each frame from cut to fitting, limiting production to approximately 48 units annually. Two initial silhouettes, Type-I and Type-RO, are offered through the permanent Black Archive line and the numbered Patina made-to-measure collection, which is capped at 150 examples per design. The material is designed to age, developing patina rather than remaining pristine, with oil and wax finishes replacing sealed coatings. Each piece includes serialisation tied to the owner, a five-year warranty, and kintsugi-informed repair options that preserve damage as part of the object’s history.
The Eyewear Forum identified four eyewear brands to watch at SILMO Paris 2026. Albert I’mStein presents new frames inspired by architecture and art, including the GIWA and BETONA models. KACI Paris will offer the first public preview of its CELESTE collection, crafted in Japan, alongside its Re-Explore line. DERAPAGE returns to the show with Vector and Drift sunglasses, featuring automotive-inspired mechanical details, ahead of a larger reveal on September 26. ZEN introduces its Life in Symphony F/W 2026 collection, emphasizing harmony through layered colour and acetate work. These highlights focus on design concepts and craftsmanship rather than commercial metrics or availability status.
Belgian eyewear brand HOET announced the H8 and F8, two new 3D-printed titanium designs featuring exaggerated architectural structures. The frames are scheduled for retail availability through HOET retailers starting November 2, 2026, following their international debut at SILMO Paris from September 25 to 28, 2026. Each model offers three lens sizes and finishes in Natural, Black, or Copper, functioning as both optical frames and sunglasses while maintaining lightweight properties. HOET describes the collection as a reaction against uniformity in contemporary eyewear, utilizing additive manufacturing to create forms difficult to achieve with traditional methods. The campaign was photographed by MITSLEEN in Bruges.
Rigards will reveal the RG1081AGSE, a rimless sunglass from its Gem & RareCraft series, at SILMO Paris starting Friday. This handcrafted frame marks the brand’s 15th anniversary in autumn 2026 and is nominated for a Silmo D’Or in the “Craftsmanship & Know-How” category. Constructed entirely from a proprietary recycled 925 sterling silver alloy, the design features natural diamonds on the bridge and colored gems on the arms, each haloed by hand-engraving. The elastic alloy allows for slim temples that reduce bulk while maintaining strength, resulting in a total weight of 19.5g with lenses. The material is sourced from remnants gathered from master jewellers’ benches, emphasizing circular production without loss of purity or quality.
MOREL presented an expanded collection for its Jean Nouvel collaboration at SILMO, introducing two new silhouettes in 2026. The release features a low, narrow rectangular frame designed for younger audiences, available in acetate and titanium with neutral tones. The titanium version includes comfort pads, while the acetate offers visual depth; both support optical or sun lenses. Additionally, the line introduced its first distinctly feminine concept, reinterpreting the signature circle on a larger, more expressive scale while maintaining architectural discipline. This lightweight frame retains the collaboration’s core geometry but shifts proportions to create an ultra-feminine character. The expansion maintains the original design philosophy of radical simplicity and precision, extending the geometric vocabulary beyond the previous six years of circular-focused designs.
Founded by Uta Geyer in 2006, independent eyewear retailer Lunettes Selection celebrates its 20th anniversary. The business operates three stores in Berlin, offering an in-house brand named Lunettes Kollektion alongside sourced vintage pieces and dead stock. Beyond retail, the company has established itself as a specialist consultant for television and film productions. Its archive supports international costume designers, supplying frames for projects including Wes Anderson’s *The French Dispatch* and the series *4 Blocks*. Lunettes Selection also provides specialized lens solutions, such as anti-reflection coatings for *Conclave* and custom blood-red lenses for the upcoming film *Blutgräfin*, starring Isabelle Huppert. The house brand, launched in 2011, features handcrafted frames produced in Northern Italy.
Eight eyewear and optical products were announced this September. l.a.Eyeworks released a limited-edition Button frame in Yello, restricted to 100 numbered titanium units with proceeds benefiting the Gai Gherardi Fellowship. Garrett Leight introduced its 2026 Summer Capsule featuring two new sun styles and four exclusive acetate colors. Eschenbach Optik of America launched the Magno DIGITAL handheld video magnifier for low-vision patients. Marcolin debuted the Timberland Iconic Capsule, available exclusively in the U.S., incorporating genuine leather accents. CARROT unveiled an Analytics Dashboard for practice management. LA-PA presented its inaugural handcrafted eyewear collection inspired by Los Angeles architecture. Ferilli Eyewear introduced the Spinae style using prickly pear cactus fiber, while Plume Paris showcased the Delaware frame combining graphic patterning and architectural design.
Registration is now open for visitors and journalists attending MIDO 2027, scheduled for February 6–8 at Fiera Milano Rho. President Lorraine Berton stated the edition will feature new developments and a strong international presence, with returning and new exhibitors confirmed. The event attracts professionals from over 160 countries, covering the entire eyewear supply chain. Key features include dedicated Academy and Start Up areas, and The Vision Stage in Pavilion 1, which will host approximately 20 events. A new digital platform, My Fair Plus – Beyond the Exhibition, allows attendees to book cultural activities in Milan. Special travel deals are arranged for visitors from the US, Canada, Latin America, and specific Chinese cities including Wenzhou, Shenzhen, and Shanghai.
The Vision Council released "Focused inSights 2026," a report based on an online survey of 1,089 U.S. adults conducted April 13–30, 2026. Findings indicate 78% experienced eye fatigue after screen use in the past three months, yet 39% of symptomatic respondents never raised issues with healthcare professionals. Awareness gaps persist, with 63% unfamiliar with digital eye strain and half unaware of dry eye disease. Eye doctors are the primary information source (40%) and most influential factor in treatment product selection (38%). The report was shared at Academy 2026 Anaheim (Sept. 30–Oct. 3). Full access is complimentary for Vision Council members; non-members may purchase it. Survey results carry a margin of error of approximately 3%.
SILMO Paris 2026 concluded at Paris Nord Villepinte, welcoming 32,108 professionals from nearly 150 countries. The event featured over 950 exhibitors showcasing innovations across 80,000 m². Key highlights included the SILMO Next Tech Village, which demonstrated smart glasses and AI-driven health applications, and hosted the first international hackathon for smart glasses health apps, won by Kimoo. The SILMO d’Or awards recognized technological advancements such as autofocus glasses and luxury smart eyewear. Sustainability was emphasized through the CSR Spot and the Committed Company Award given to Andy Wolf for its reduced carbon footprint and use of Acetate Renew. Emerging talent was supported via the Optic Design Contest, while the International Optician of the Year award honored Jessica Gowing for her work with children’s craniofacial anomalies.
Family-owned The McGee Group is celebrating its 50th anniversary in 2026 by offering independent eye care professionals a portfolio of distinctive eyewear brands, many featuring give-back missions. The collection ranges from feminine statement pieces to rugged, outdoor-inspired styles. Notable items include the Vera Bradley Evelina frame, part of the Foundation for Breast Cancer collection, which supports research funded by more than $43 million raised to date. Other highlighted models are Badgley Mischka’s Marleen and Piera, Mr Turk’s Kirk, Trina Turk’s Caron and Bacall, Jessica Lauren’s Unwavering, and Mossy Oak’s Castlewood, Cherry Creek, and El Dorado frames. MSRP prices for these specific models range from $128 to $300.
MIDO has opened applications for the MIDO AWARDS 2027, recognizing innovation and sustainability in the optical industry. The CSE Award (5th edition) and CSE Corporate Award (2nd edition), promoted by MIDO with ANFAO and Certottica, accept entries until January 8, 2027. The Best Store Award (12th edition) remains open to global optical retailers until December 31. Additionally, applications for the Sergio Cereda Eyewear Design Award close on November 30. Winners will be announced during an official ceremony at Fiera Milano Rho from February 6 to 8, 2027. Regulations are available on mido.com.
Online contact lens and eyewear retailer LensDirect announced a comprehensive rebrand centered on its family heritage and new platform, “See Your Way.” The initiative, developed with agency The Working Assembly, introduces a refreshed visual identity across digital platforms, marketing, packaging, and customer communications starting October 6, 2026. CEO Ryan Alovis stated the change aims to distinguish the company from legacy corporate retailers by emphasizing personal service and independence. This announcement follows recent launches of children’s brand Lolos and performance brand Diablo, as well as growth in its lens replacement service. LensDirect also expects to announce expanded vision insurance offerings in the coming months to increase accessibility for consumers nationwide.
The Contact Lens Institute (CLI) has released "Profitability Perspectives: Rethinking the Value of Contact Lenses," a report analyzing patient profitability factors in U.S. optometry practices. Based on primary data collected between November 2025 and May 2026 from 20 optometry offices across various U.S. communities, the study indicates that contact lens patients generate 29% to 86% higher annual profits compared to eyeglasses-only patients. The research, conducted by an independent team including professors from the University of Manchester, University of Waterloo, and Appalachian State University, attributes this upside to contemporary contact lens performance driving patient satisfaction and clinical success. The publication includes implementation tools and will be highlighted at the American Academy of Optometry 2026 Annual Meeting in Anaheim, California.
Vera Wang has officially launched her eyewear collection in the United Kingdom, with distribution handled by Atlantic Optical. Produced by Kenmark Eyewear, the line features a curated selection of optical and sun styles designed to blend high-fashion aesthetics with everyday wearability for the modern woman. This expansion marks a significant milestone in the brand’s European growth strategy, extending Vera Wang’s global lifestyle empire—which includes fragrance, home, jewellery, and ready-to-wear—into the eyewear sector. The launch follows the designer’s established reputation in bridal fashion and red-carpet styling, aiming to make the "Vera Wang aesthetic" accessible through every lens.
BRETT Eyewear announced a three-year partnership with Le Mans Classic on June 19, 2026. The collaboration features an exclusive edition inspired by the "Le Mans Classic Legend" identity, celebrating racing cars from the 1970s to the 2010s. For the first year, the brand introduced the LE MANS CLASSIC 2026 frame, a reinterpretation of its THE DUKE SUN model. This eyewear incorporates a deep blue acetate front, stainless steel temples, and blue gradient sun lenses, reflecting 1980s aesthetics and endurance racing heritage. The partnership follows BRETT’s previous agreement with Peter Auto, which was renewed through 2025.
Barcelona-based eyewear brand GIGI Studios is celebrating its 10th anniversary in 2026. The company states it has established itself as a reference in contemporary eyewear, leveraging over 60 years of family heritage in the sector. CEO Patricia Ramo highlighted the brand’s fashion-led vision and commitment to craftsmanship. Currently operating in more than 50 countries with over 5,500 clients, GIGI Studios maintains direct sales forces in 17 markets, including France, Italy, Spain, Germany, the UK, Canada, and the US. The milestone coincides with the opening of new headquarters designed by architect Isern Serra. The brand cites its VANGUARD collection as central to its creative identity, supported by international campaigns and appearances at events like SILMO Paris.
Rudy Project announced a three-year technical partnership with the DMG MORI Sailing Team, Japan’s first professional offshore sailing team, covering the 2026-2028 racing campaign. The agreement supports skipper Kojiro Shiraishi through events including The Ocean Race 2027 and the Vendée Globe 2028. This collaboration extends a relationship between Rudy Project Italy, Rudy Project Japan, and Shiraishi that began in 2002. The team selected Rudy Project for lens technologies designed to maximize contrast and manage glare on water. During training and races, the team will use custom Turbolence sunglasses with Multilaser Red lenses, Lightflow A sunglasses with Polar 3FX ML Red lenses, and Nytron helmets. Both sunglass models feature laser-engraved team names.