Simon Jones: Statement of intent

If you went to Mido last weekend, or Opti in Munich last month, you may have come across an eyewear brand named Polette. Instead of using the events to show off new collections, Polette decided to make a political statement.

Simply put, the statement was ‘fuck the optical industry,’ spray-painted on the white boards of its shell scheme stand, which contained nothing more than a bed and some frames strewn all over the floor.

Polette isn’t a new brand. It was founded in 2011 as an online eyewear retailer, which like so many other online eyewear retailers, made the move into bricks and mortar.