Since its inception into the world of optics last year, Haze Collection has had been shrouded in a tint of secrecy largely because its chief designer remains an anonymous mystery man (à la Bansky). Why? According to him, his position as a sunglasses designer for a slew of other noteworthy brands necessitates this decision.
This is paralleled in certain design elements such as the phrase “To Be Revealed,” embossed on the back of each glasses case.
Establishing a brand without a face can be tricky. Just look at Maison Martin Margiela, an eponymous faceless brand, who made headlines when they brought in John Galliano to rejuvenate sales earlier this year. Or take Alexander Wang’s H&M collaboration with his name splashed prominently throughout the collection.
“Customers nowadays tend to associate the brand a lot with the creative director or founder,” according to the anonymous designer over the phone. “They want to know their social life, who they hang out with, are they handsome or beautiful, do they have a six pack or not etc. All this info generates stories/press.” For Haze Collection however, they have to rely solely on the product.
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Thankfully, the shades make a bold enough statement. The recently-launched SS15 collection has helped this largely incognito brand establish its footprint in the increasingly competitive field of innovative eyewear.
Each Haze frame is cut from slabs of pure acetate, sourced directly from Italy. Because of this, no two frames are identical, with nuances of marble present throughout. The luxury factor is upped with the inclusion of titanium nose pieces and their signature hardware known as the SWIV3L hinge – a three-pronged hinge that uniquely reveals itself each time the frame is folded down.
The collection can be purchased online, at boutiques internationally, or at Selima Optique in NYC.