Hooked on trendy eyewear

British eyewear brand Hook Ldn opened its first standalone retail store in Shoreditch last week.

Founded in 2015 by music industry mogul Zak Biddu, Hook Ldn has launched across Europe and has been worn by Nicole Scherzinger and Sam Smith.

Managing director Simon Goodfellow told Optician: ‘The UK market is our home market and it’s a big focus for the brand at the moment. Selling online is difficult because people want to touch and feel the glasses, by moving to a retail location it means people are given the confidence to try the brand.’