KITE is a UK-based optometry brand making waves with its innovative ‘eyewear’ and ‘eyecare’ products. Founder Asad Hamir was frustrated at optometry’s sterile marketplace and sensing that it lacked innovation or aesthetics he decided to set up his own design-led eyewear brand. The result is KITE, which marries fashion and high-quality, affordable eyewear like never before.
It makes perfect sense really; glasses are often the first thing you notice about a person, and yet the industry is surprisingly low on products that allow people to express their personalities. For many, choosing optical frames is often more a case of ‘oh this will do’ rather than wanting to wear something because of its beauty. A bizarre compromise to have to make when you consider how much of our lives are spent wearing them.
KITE’s brand identity centres around their uncompromising approach to craftsmanship. All their eyewear is designed in Britain and then hand-crafted in some of the world's best factories. They take German lens technology from Zeiss, premium bespoke acetate by industry leaders Mazzucchelli and bring them all of together in Belluno, Italy - a place known as the ‘valley of glasses’ - where each pair of frames is handmade.
Hamir and his team’s designs are therefore an inspiring mix of London’s style, Italy’s craftmanship and Germany’s technology. To make any of their frames requires several machines and over 30 total steps. Their sky-high quality standards include an eight-day polishing process which is used on every single frame. Unsurprisingly optometry was the path of choice for Hamir’s family for several decades. Of his current take on the business Hamir said it was “more of a birthright than a career.”
The frames themselves are all designed to be original, customisable and fashion-led. They’re totally flexible in terms of colours and patterns, leaving customers free to express themselves however they like. The design process; from sketch to shop floor, teaches the industry that eyewear is as much a lifestyle choice as a necessity and the KITE concept store in East London mirrors this idea. Here you'll find over 300 styles available across 27 frames and customers are encouraged to upload selfies using the in-store iPads. Most importantly; all frames are available as both sunglasses or optical glasses because for Hamir and his team the two go hand in hand.
And the best bit? Well London-based artist Jess Wilson has also created a series of beautiful cloths and pouches for KITE spanning eight different designs. Wilson’s humerous and colourful illustrations are the perfect addition to the KITE aesthetic and a brilliant move for the brand direction as they seek to redefine eye candy.
Even though it’s cold, wet and dark outside we think it’s time for a new pair of sunglasses…
