Cubitts announced a new eyewear collection to celebrate its 10th anniversary and outlined plans for the future, including the use of artificial intelligence and potential international expansion.
The independent optical practice started as an online eyewear retailer before opening its first site a year later in Soho and now has 16 locations, including 11 in London and five outside.
Founder Tom Broughton explained to Optician that the idea was to create a brand for people who wanted to wear spectacles after feeling frustrated at what was available on the high street.
He said: ‘I started wearing glasses when I was at school. I was really into the Smiths and obsessed with Morrissey. I subsequently found out he wore NHS 524s, but I thought he looked so cool. Then I got into Britpop and was obsessed with Pulp and Jarvis Cocker wore these amazing Cutler and Gross frames.