# Eyeglass Era Ends Double Zeroes Kill Dopey New Year's Eve Look By Going Like Sixty | Published 2008-12-31 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/double-zeroes-kill-eyeglass-business-dopey-new-years-eve-look References: [gawker](http://gawker.com/5121460/the-sad-ending-of-the-200_-new-years-glasses) It is with a heavy heart that I announce the closing of X00X glasses. You know, the company that made glasses where you peered through the center two zeros? They have decided that rather than cause severe eye problems that result from people wearing 2010 glasses, they will take their plastic molds, their glitter, their feathers and other [decorative materials](https://www.trendhunter.com/trends/gentle-monster-7) and fade into [pop culture oblivion](https://www.trendhunter.com/trends/artsy-eyewear-collection). **Implications** - These once popular glasses demonstrate how companies must be aware of the surrounding culture in order to be successful. Realizing when a commodity has lost its value is a key element for businesses trying to create profit. However, making slight changes or revamping an artifact is a great way to make money out of an already well-known product. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 37% | Activity: 2% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Market](https://www.trendhunter.com/market) ## Key Themes ### What Makes This Trend Stand Out - **Retro Reimagining:** As companies realize the value of outdated products, they can revamp them with modern features and capitalize on the nostalgia trend. - **Cultural Sensitivity:** Businesses need to stay aware of current cultural trends and how their products may be perceived in order to stay successful and avoid negative backlash. - **Sustainability in Pop Culture:** As society becomes more environmentally conscious, there is an opportunity for companies to incorporate sustainable materials and practices into pop culture items and fashion. ### Sectors Adopting This - **Fashion Accessories:** Companies in the fashion industry can capitalize on retro and nostalgia trends by revamping outdated accessories with modern features. - **Marketing and Advertising:** Marketers can help businesses stay culturally relevant and avoid negative perception by staying abreast of current cultural trends and sensitivities. - **Sustainable Materials and Manufacturing:** Manufacturers can leverage the growing demand for sustainable products by incorporating eco-friendly materials and practices into pop culture items and fashion accessories. ## Related on Trend Hunter - [Chic Statement Eyewear](https://www.trendhunter.com/trends/specsavers-eyewear.md) - [Zero-Dollar Glasses Promotions](https://www.trendhunter.com/trends/zero-dollar-frames.md) - [Transparent Crystal Sunglasses Frames](https://www.trendhunter.com/trends/the-harwood-20.md) - [Futuristic Performance Eyewear Models](https://www.trendhunter.com/trends/performance-eyewear-model.md) - [Vintage Silhouette Eyewear](https://www.trendhunter.com/trends/modern-retro-collection.md) - [Jewelry-Like Glasses Frames](https://www.trendhunter.com/trends/gentle-monster-7.md) - [Versatile Eyewear Collections](https://www.trendhunter.com/trends/framery.md) - [Bubble-Like Sunglasses Drop](https://www.trendhunter.com/trends/upside-down-sunglasses.md) - [Whimsical Jelly-Style Eyewear](https://www.trendhunter.com/trends/gentle-monster-5.md)