Wires. Sunglasses with purpose

Wires is a new sunglasses brand, handcrafted in Zimbabwe using the African wire craft tradition. This is a major challenge to the $120 billion eyewear market, in which plastic is the main source of raw material and sustainability is almost non-existent.


The brief >

To launch a different type of sunglasses brand – one that is building communities in Zimbabwe and showcasing both manufacturing and art.


How we made positive change >

We focused on the story and people behind Wires – which uses Zimbabwe wire and artists to sculpt simple but cool sunglasses design. People bought into the backstory as well as the concept.


Impact

Sold out all products after two months.

Created partnerships with leading retailers including Liberty. Raised funds to launch further product lines.

Reach

32 million consumers.

Shift