Not your average Joe
Dunelm Optical have joined forces with fashion brand Joseph to create a new collection that will be launched at Optrafair 2019
Dunelm Optical has announced the launch of a collaboration with designer fashion brand Joseph, adding a new brand to its extensive eyewear portfolio. The new collection, which is exclusive to the UK, will be unveiled at Optrafair 2019 on Dunelm’s stand (F30)
Joseph is described as a prestigious brand that explores the idea of a ‘modern classic’ with a distinctive creative twist.
The collection is made up of 14 unisex styles, each available in three varied colours chosen to emphasise the luxurious nature of the eyewear as is the Joseph branded case and cloth that comes with every frame. Dunelm says that practices can take advantage of free glazing when ordering all-inclusive packages for Jospeh frames.
Joseph started life as a boutique on the Kings Road, Chelsea, before an in-house label, named after founder Joseph Ettedgui, was launched in 1972 with the goal of providing luxury essentials. Since then Joseph has become a contemporary designer brand respected worldwide and grown to over 100 stores internationally, including London, Paris, New York, Tokyo and Los Angeles. Today the brand identity is described as prestigious and exploring the concept of modern classic with a distinctive creative twist.
Overall this first eyewear collection features classic shapes including aviators, and is said to provide colourful contrasts, bold details and ultramodern styles.
‘Joseph eyewear is a high-contemporary collection with a strong core of indulgent essences,’ comments Oliver Beaumont, product development and sales director at Dunelm Optical. ‘The inclusion of subtle, colour dipped tips and other design nuances lend an individuality to this spectacular range of frames.’
Duke in translucent Burnished Amber
During his lifetime Ettedgui was renowned for his trademark circular glasses and this has been paid tribute in the collection with the St John frame. This adaptation is said to confidently deliver a statement accent to a person’s daily apparel. Crafted from Italian acetate into a compact round shape, the frame is said to be bookish yet rebellious and can be styled with tailoring for an intellectual vibe. St John is available in Bordeaux (pictured) as well as in Brown and Classic Tortoiseshell.
Montaigne in Olive Mottle
A second headline frame in the collection is Duke, which is available in translucent Burnished Amber (pictured), Karki Mottle and Rich Claret. The design is said to prioritise simple accents as paramount and, in keeping with Joseph’s association with understated cool, offers a clean-lined aviator shape set with contemporary double bridge detail for an instant in vogue style.
Another stand out frame is Montaigne, which is available in Totally Tortoiseshell, translucent Crystal Brown and Olive Mottle. An exaggerated D-frame with a slight cat eye shape, Dunelm says Montaigne is a gentle nod to modern Parisian style. A two-tone marble effect is an opulent design-led touch that refers to Ettedgui’s French heritage.
‘Using legendary styles like the circular aviator and oversized shapes, Joseph has created future classics that you will still want to wear in years to come,’ says Beaumont. ‘Dunelm Optical is tremendously enthusiastic to be working with such a forward-thinking company which is so much more than just another high-end fashion brand.’