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Times are the last pair of sunglasses you'll ever need. Designed for adventure, these sunnies are held securely on the head thanks to their wrap-around rubberised straps making them nigh on impossible to fall off. When not in use, they lay flat on your chest, completely out the way.
Concept ideation
Prototyping & development
CMF
Rendering & visualisation
Design for manufacture
Manufacturer drawing sets
Branding
Kickstarter campaign
The concept for Times originated when co-founder Jamie broke his sunglasses while traveling in Iceland and improvised a strap from elastic to hold them together, an idea that sparked a two-year design journey. That initial prototype laid the groundwork for a brand built around resilience, simplicity, and sustainability. We brought the project on and developed it as an in-house brand. We refined the strap-back, hinge-free design to deliver lightweight, adventure-ready glasses with no pressure points and minimal breakage risk. Seek offers a compact fit, while Roam features a broader silhouette, both built from biodegradable bio-acetate and furnished with Zeiss polarized lenses. Handmade in a solar-powered Italian factory, these sunglasses fold flat, pack away unnoticed under clothing, and stay securely on the face, perfect for life on the move.
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By removing the hinges and arms found in traditional sunglasses, the design takes a fresh approach to how eyewear is worn, stored, and carried. The flexible strap system loops comfortably around the back of the head, keeping the glasses securely in place without pressure points. This also means they fold completely flat, easy to stash in a pocket, hang around your neck, or wear under a helmet or hood. It’s a simple shift that quietly transforms how the product fits into everyday life, especially for those always on the move.
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Following the successful funding of two Kickstarter campaigns for Seek and Roam, the glasses rapidly gained international attention. We led the creation and management of these campaigns, developing compelling storytelling, striking visuals, and targeted marketing strategies that resonated with backers worldwide. Alongside this, we executed a focused media outreach plan that secured coverage in prominent global publications and key design outlets. The success of the campaigns helped establish the brand as a leader in innovative, adventure-ready eyewear, earning glowing reviews and building a loyal, engaged community.
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“Working with Tom and the team has been an absolute pleasure, I'm super proud of what we've built together!”