Pieces from Linda Farrow's new Linear range.

Luxury British eyewear brand Linda Farrow is launching a new assortment, titled the “Linear” collection, aiming to be the brand’s take on a classic “everyday” pair of glasses.

“I see this as the professional collection, it is a modern classic range, so it is for the person that still appreciates quality design, but not looking to make a big fashion statement,” said Simon Jablon, founder and chief executive officer of the brand. “It is still the Linda Farrow customer, but just in their day-to-day persona.”

Established in 1970 and responsible for Yoko Ono’s iconic wraparound shades, the brand was resurrected in 2003 by Jablon, Farrow’s son, and has come to be a go-to for designer collaborations with an ever-growing list of high-profile designers. Matthew Williamson, Dries Van Noten, Raf Simons, Luella Bartley, The Row, Alexander Wang and Yohji Yamamoto are some of the high-wattage brands that have produced collections inside the eyewear brand’s stable.

Linear, however, is an extension of the brand’s in-house collections and according to Jablon incorporates the same DNA and was influenced by “clean lines and architecture.”

He added, “the most distinctive features in the Linear collection include a finer temple, engineered for a more uniformed fit, leading to a reduced manufacturing and overall product cost, which we are able to pass on to our customer.”

The Linda Farrow collection typically starts at $540 and shoots up to $1,325, but the new Linear offering will land a bit lower with sunglasses priced at $499 and optical at $399.

The new “everyday” collection consists of eight different styles with variations of classic shapes — think oval, rectangular and square — and has both sunglass or optical options available in eight different colors. Each style is crafted from gold-plated Japanese titanium and Italian acetate, with Zeiss Pure lenses and an identifying “LF” logo.

“It is not a new brand or a diffusion line,” Jablon cautioned. “Simply an extension of who we are, which also makes us that bit more accessible to a wider range of client.”

To kick off the launch the brand chose DJ Zane Lowe to be the face with a campaign to run online and in stores photographed by Mariano Vivanco and styled be Charles Varenne.

The new assortment launches Friday on the brand’s web site, lindafarrow.com, as well as its worldwide brick-and-mortar locations, including its three U.S storefronts in Los Angles, New York and Miami.