“We Make You Feel Exactly What You Want To Feel,” Twin Meets Danish Eyewear Brand FLATLIST

26.05.2020 | Blog , Fashion | BY:

FLATLIST is cool. Their shapes are fresh, the circle of supporters are creative, the imagery that naturally has grown around the brand doesn’t stink of hours in a daylight studio – it smells of real life living. 

Talking to the brand and taking a closer look at the provenance of this funk factor, we talk about the importance of the school of life lessons, trusting your inner feelings, and the acceptability of sunglasses indoors during lockdown. 

Tell Us How FLATLIST Came About .

The “Feeling”: Well, FLATLIST was founded way before the actual launch of any products. When we started our agency 8-years ago, we also started a global tour of socialising and networking. Working with international sales in the fashion industry, you often find yourself at trade shows, fashion shows, showrooms, launches, parties and dinners. And with 150 travel days a year in cities like Paris, Milano, London, New York, Berlin, Amsterdam you meet a lot of people that like to talk about fashion. You end up in endless of uninspired conversations and meetings. 

To avoid this, we started hosting dinners ourselves 3-4 years ago after too many nights spend on “free dinner and drinks” that didn’t give us anything beside hangovers.  We invited people we felt connected to, (that felt the same as us) and where the conversations and mutual mindset led to some unforgettable evenings, long nights and pictures. People were mentally present. Real but charming. 

It was here FLATLIST was born. We “FLATLISTED” people. It means to be yourself and feel fucking great about it. It was in this period the actual brand and products started to take form. 

We both love shades, and we both had design ideas, so the dream of running an eyewear brand was pretty mutual since day one. We didn’t have any personality or visual concept to go with it. The “Flatlisted” feeling was all we needed. We used that feeling when we started to create our brand and visual material and then we used our private collection of shades for design inspiration. Quality over quantity and eyewear designs and colour combos we thought were great and that we couldn’t find in the market at that time. No “trend analysis” but simply a look in the mirror and thumbs up to your partner when trying on our first prototype set of samples. 

The “Business Plan” :We wanted to create affordable luxury frames that we thought were excellent and that we would wear ourselves. Not trend-driven at all, but based only on personal preferences. We wanted to be the brand priced below the big fashion brands while offering a quality just as good, if not better. 

How Has It Grown Since Its Inception? 

We have had a very strict distribution strategy since day one, choosing to work only with a handful of global retailers. Not just based on their name but also if they were a good match when it came to selling our brand and products, such as Need Supply, KITH, Totokaelo, Luisa via Roma, Hybebeast, END,  Smets, LN-CC, Liberty, Matches Fashion etc.  Furthermore, our e-commerce is really starting to pick up!

How Do Your Sunglasses Differ From Others?

There are many things to be said. Whether it is our uniquely designed straight side temples for a better all-round fit and grip on the head (fits all, kinda), our carefully sourced 90’s deadstock Italian acetate or our unique colour combinations and designs. Every style and colour also has its unique style code written in gold on the outside of the left temple. Our little trademark. And maybe the fact that our collection is pretty retro-inspired. 

What Do You Think Sunglasses Impart In The Wearer? A Sense Of Mystery, Intrigue? Sexiness?

That is a very difficult question to answer – obviously some kind of Hank Moody coolness but, ultimately, we hope our eyewear makes our consumer fell exactly what he or she wants to feel. This can be a lot of things, but mainly we want them to feel themselves. 

What Changes In The Fashion Landscape Do You See Ahead?

A LOT, but it’s difficult to predict at the moment. You see quite some self-proclaimed experts trying to predict the future at the moment, but the truth is that we don’t know other than our industry needs to slow down. 

FLATLIST is cool. Their shapes are fresh, the circle of supporters are creative, the imagery that naturally has grown around the brand doesn’t stink of hours in a daylight studio – it smells of real life living.

How Do You Feel FLATLIST Will Be Adapting To These Changes? 

No need to adapt as our aim has always been to make long-lasting products instead of having to reinvent ourselves on a seasonal basis. We feel that we already created styles that have the potential of becoming icons of tomorrow (Hanky, Tishkoff, Le Bucheron, Bricktop). When we think it’s needed, we add some newness here and thereby adding new acetate colours and lenses, but that’s it. 

Your Sunglasses Have A Certain Understated Grunge Elegance About Them… Would You Agree?

Yes! But also the absolute 70’s freedom of expression vibe as well as the 90’s minimalism. 

Finally, Is It Acceptable To Wear Sunglasses Inside During Lockdown?

Of course – why not? Go for our Le Bucheron style with blue lenses if you want to add some colour to the wall you’ve been staring at for the last month or try Tishkoff with yellow lenses if you’re behind on your D-vitamins.

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Riverdale’s Rob Raco Faces Fendi

08.06.2019 | Blog , Fashion | BY:

Rob Raco, one of the stars of American Drama Netflix Series Riverdale has been recently shot as the face of Fendi’s SS19 men’s eyewear campaign Released this weekend, the campaign features the musician and actor in a short film flaunting sunglasses from the collection. Throughout the video, Fendi makes a point that sunglasses should be worn at any time of the day as it sets Raco on a cosy living space being documented from sunrise, through morning, afternoon and sunset. Each change of time is signalled through the the change of sunglasses and wardrobe. As he’s captured in enjoyment of the moments while his voiceover plays in the background:

“I like to know when the daylight comes.

The shape.  From purples to pink.

I know when I can feel it.

How your mood turns into a different colour.”

 The Fendi SS19 eyewear collection is now in stores and online. View the full film here and shop the collection at Fendi.com

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Fendi’s ‘Play Me’

12.09.2018 | Blog , Fashion | BY:

For their previous SS18 men’s eyewear story titled ‘Discovering Me’, Fendi chose to muse upon musician, actor and model Jamie Campbell Bower with a fashion film which explores the actor’s stage prowess along with the discovery of his inner self.

Their fascination with the performer is further explored in their latest film for FW18-19 with a follow-up story called ‘Play Me’. The video features Bowie in his hotel room in Rome wearing Fendi accessories as he is interrupted a phone call with notice of a delivery left for him. As the actor opens the box, he discovers a note which reads ‘Play Me’ along with a DV camera tape. The footage reveals Jamie strolling the local Roman landscapes along with intercuts of his daily life inside the Roman hotel room — a juxtaposition of his off-stage moments unfolding in front of the viewer. Discover the full video here.

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All Eyes On ELLERY

04.08.2016 | Fashion | BY:

In its biggest collaboration to date, Australian label ELLERY has got together with Specsavers to produce a capsule collection of opticals and sunglasses.

Founder Kym Ellery launched her brand in 2007, and it quickly gained recognition from the fashion crowd for offering beautifully cut clothing that combines a feminine outlook with a nod to the androgynous. Her thigh-skimming yet flared trousers have become a signature silhouette, and now Ellery has turned her creative hand to the world of optics.

GemmaWard

Gemma wears ELLERY 12 glasses (SKU 30474741)

The campaign, which is fronted by fellow Perthian Gemma Ward, showcases 14 pairs of glasses and six pairs of sunglasses all at super affordable prices, from $199 to $249 for two pairs. Ellery took inspiration from the movie classics – Diane Keaton in Annie Hall, Susan Sarandon in Thelma and Louise and Woody Allen himself – to produce a range where retro meets contemporary. Shapes include cat eye, graphic oversized square and round silhouettes in a colour palette of classic black, marbled charcoal, tortoiseshell, cobalt blue, bottle green, gold and brushed gold.

KymEllery

Kym Ellery wears ELLERY 13 glasses (SKU 30474758)

For Kym Ellery, designing this debut collection allowed her to explore the sartorial role that eyewear plays in the style of its wearer. She says: “Eyewear is a crucial part of personal style, and I am thrilled to have been given the opportunity to create a collection of frames with Specsavers…When designing, I focus on creating modern classics for intelligent women and this eyewear collection is no exception.”

Main image: Gemma wears ELLERY SUN RX 03 glasses (SKU 30474802)

Elleryland.com

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