Cole's Wires label links with Future Forest, Kane's More Joy launches for Le Specs

By

Sandra Halliday

Published
May 21, 2021

As consumers gear up for a summer fashion season that might be able to include some getaways to sunshine destinations (given the successful vaccine rollouts), there’s plenty of news on the sunglasses front. And the latest comes from two brands that are targeting youthful consumers who are socially conscious but also want to have fun.

Lily Cole’s sustainable eyewear brand Wires is planting a carbon capture forest in Scotland and Australian eyewear specialist Le Specs has launched a collaboration collection with Christopher Kane’s youthful More Joy label.

Environmental start-up The Future Forest Company has announced its partnership with model and activist Cole’s Wires label. Wires Glasses is donating a tree for every £30 spent on a gift card.

Chris Zair, Head of Partnerships at The Future Forest Company, said. “Wires already lead the way on the Zero Waste front, using bio-plastic to make their glasses, which are handcrafted in Italy, so it's great to team up with them to help plant trees for their customers.” 

Customers will receive a personalised tree certificate by email, with details of their newly-planted sapling, the species and what3words geolocation, so they can visit their tree.

And a Wires spokesperson said the majority of its customers “come to Wires because they care about sustainability and the environment”.

Meanwhile, the More Joy x Le Specs sunglasses offer features updates of two classic Le Specs silhouettes. They’ve been reworked in the signature black, white and red More Joy colour palette.

Also important to the overall aesthetic are the More Joy keywords with words like Sex, Special and More Joy highly visible on the sunglasses’ arms.

Kane is known for his love of slogans and statements and the inclusion of these keywords certainly adds extra interest in the position where a designer logo would usually sit.

Each piece is priced at a premium-but-affordable £75 (US$105) with the products available via both Kane’s and Le Specs’ webstores.

London-based More Joy was founded by Christopher Kane and his sister Tammy as an inclusive and more accessible label than the average designer brand.