Eyewear firm Felix Gray, known for its blue-light filtering technology, has added a sunglass collection that includes anti-glare features aimed at the digital consumer.
In addition to using its proprietary blue-light filtering technology, the lenses feature ultrathin and antiglare polarized lenses designed for use with digital screens to enhance visibility. Further, the backside of the lenses features an antireflection coating to help reduce indirect light that can bounce back and reflect into the wearer’s eyes.
According to David Roger, cofounder and chief executive officer, the thinner polarized lenses “flips the way light is coming in.” He explained that typical polarization would have reflected a darker screen. “The thinner lenses still provide polarization, [but now you also] always see the screen,” he said. He noted that the addition of the hydrophobic backside antireflection coating eliminates glare for the wearer from all directions.
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According to Roger, blue light scatters more than any other color, which can create distortion for people. The company’s lenses filter out the blue light, as well as block UVA, UVB and UVC rays, a point that Roger said enables colors to appear crisper and more vivid for the wearer.
The sunwear line — seven different frames and colors — is available today, starting at $95 a pair for the acetate frames, while those with mixed material or metal frames cost $125.
Roger said the company has been building its brand recognition through grassroots influencers. Social media followers over the past year have grown from 1,500 to 10,000 in number. In August, the company is planning pop-up shops as part of an upcoming partnership.
Continuing its grassroots influencer base, the company has partnered with seven Los Angeles entrepreneurs on how proper eyewear helps them be more productive and live their active lifestyles. The sunwear ambassadors include Dawn Dunning, owner of Bazaar Noir, and Andre Mataele, founder of Seedless Water.
The company in May expanded its lens technology to include prescription eyewear. Eyewear can be purchased with nonprescription lenses to ease eye strain from digital devices. The company also sells readers, with magnification ranging from +1.0 up to +2.5, using the same proprietary lens technology.
As a participant in the Entrepreneur Roundtable Accelerator program, the company received an initial seed round investment of $40,000 in 2016. Subsequent to the ERA investment, the company has since participated in three seed rounds.
