Shutter Shades don't have lenses. Instead, the plastic frames have bars across them meant to provide shade while still allowing in sufficient light.
They come in white, black, red, blue, green pink, yellow, orange, purple, sky blue, clear and my favourite, glow in the dark. Later this summer Shutter Shades will release limited edition gold and silver pairs.
Kanye West is personally responsible for the popularity of Shutter Shades, a company that launched in 2007. After wearing them in his music video to Stronger, demand for the shuttered glasses went through the roof.
Celebrities like Kanye and Paris likely enjoy the fact these glasses enable them to keep their shades on while indoors, without sacrificing their vision.
I saw my first pair of live shutter shades on the weekend, but chances are, although they're recently popular again, this older man still had his from the 80s.
For those who can't bare putting something so hideous on their face, they also offer t-shirts featuring images of Shutter Shades.
What's Driving This Trend
- Sunglasses Without Lenses
- This trend of sunglasses without lenses presents an opportunity for the eyewear industry to create innovative, lightweight and comfortable frames that still provide shade.
- Shutter Shades
- The resurgence of Shutter Shades presents an opportunity for the fashion and accessories industry to capitalize on the demand for retro-inspired, statement eyewear.
- Limited Edition Gold and Silver
- The release of limited edition gold and silver Shutter Shades presents an opportunity for the luxury fashion industry to cater to consumers looking for exclusive, high-end eyewear.
Who This Affects Most
- Eyewear
- The trend of sunglasses without lenses creates a disruptive innovation opportunity for the eyewear industry to rethink traditional designs and develop new, innovative styles.
- Fashion and Accessories
- The resurgence of Shutter Shades offers a disruptive innovation opportunity for the fashion and accessories industry to incorporate retro-inspired eyewear into their product offerings.
- Luxury Fashion
- The release of limited edition gold and silver Shutter Shades presents a disruptive innovation opportunity for the luxury fashion industry to tap into the demand for exclusive and high-end eyewear.
