All eyewear is NOT created equal. Co-founded by Cole and Yair Neuman in London, Wires intends to shift how eyewear is both created and worn through the use of innovative materials and sustainable design. The sunglasses concept is the brainchild of designer Yair Neuman in collaboration with impossible, a business founded by Lily Cole that aims to celebrate brands producing thoughtfully and ethically made products.
From campaigning against the use of shark squalene in cosmetics to founding knitwear company, The North Circular, Lily Cole is no stranger to environmental advocacy. Now, the conscious minded model is setting her sights on sustainable fashion. In the past few years, government corruption and extreme weather in Zimbabwe has badly affected the country’s economy and agricultural industry. Wires aims to offer a solution to these problems by entering the market as a global fairtrade brand that will create jobs in an country that is now in dire need of economic development.
On Planet Centric Design, Cole explains that “design that looks at supply chains in order to change the way products are made, is part of impossible’s mission.”
Aligning with this mission, Wires’ glasses are made from a single piece of stainless steel wire with an invisible screw-less hinge which pairs with lens rims in a variety of shapes. This modular approach to eyewear means that you can change your look without needing to buy a whole new pair of glasses. By creatively using materials and focusing on sustainable design, Wires hopes to extend the lifecycle of eyewear.