The brand was built on the feeling of real New York. The collection had to carry that into something you actually wear on your face every day.
That's the tension: frames that feel as raw as the brand without sacrificing the comfort and wearability people need from something they put on every morning.
Eleven Styles, Eleven References
Each style started from a different New York artist. Not as a literal translation — no one's wearing a Basquiat on their face — but as an attitude, an energy, a starting point for proportion and character.
Eleven styles, four colorways each. None of them were designed as variations on a template. Each one had its own origin, its own reference, its own reason to exist. The collection holds together not because the frames look alike, but because they come from the same city.
Wearability as a Constraint
Raw doesn't mean unwearable. Every frame had to work as a daily object — balanced, comfortable, something you forget you're wearing after an hour. The challenge was keeping the edge of the brand alive in a product that also has to disappear on your face.
That's where the design work actually lives. Not in making something look bold, but in making something feel bold and wear easy.
