Tuesday, September 16, 2014

will.i.am Launches Debut Eyewear Collection, Ill.i Optics





 "When you fund and design something yourself you give birth to something that's an extension of you. ill.i is about discreet but strong details; it's a quiet riot, a powerful silence" – will.i.am


LOS ANGELES, 16 SEPTEMBER 2014


















will.i.am today launches his first-ever eyewear collection, ill.i Optics.
The entrepreneur and glasses connoisseur has partnered with designer George Gorrow to create a collection of sunglasses and optical styles for men and women – designed in LA, handmade in Italy and born from a life-long passion for experimental eyewear.
"I see a gap in the world of eyewear and this is my installment of what I feel is missing.
I want this to be an honest brand - it's about dedication and passion."
- will.i.am
Reinterpreting classic eyewear



















The collection pays homage to the evolution of eyewear; drawing inspiration from rare vintage shapes – twisted and reworked to create something new and fresh, progressive and timeless.


Key influences include the eponymous frame choices of 1980s hip hop pioneers and the oversized glasses worn by graffiti characters of the decade; as well as memorable moments from will.i.am’s early career.



















Every pair of ill.i Optics is designed to be a standout piece, featuring unique material combinations of acetate and metal – with bold technical aspects such as flatter four-point lenses.
Further optical shapes launching early next year adopt a world history of eyewear, redefined and modernized with diverse use of finishes and materials to create a collection of humble luxury.



Creative partnership with George Gorrow
ill.i Optics is a close collaboration between will.i.am and his friend, Australian designer George Gorrow.
Gorrow, best known as co-founder of ksubi, is renowned for his unique vision and use of innovative design techniques. His progressive approach to eyewear has built a cult following in the music and entertainment industries, adorning some of the most daring style icons of recent times.















The campaign
ill.i Optics launches with a campaign depicting the story of a collector label built on authentic passion.
The campaign film, shot in LA, offers an exclusive look at will.i.am’s carefully curated personal collection: spanning over twenty years and some of the most iconic eyewear designs of our time.
Soundtrack by will.i.am
The debut campaign for ill.i Optics features a dedicated soundtrack created by will.i.am – a strong but subtle bass led piece that captures the mood of ill.i and the collection.


USA PRICES: $300-$310
Rich web experience
The online home of ill.i Optics, ill.i.am, is unveiled
today. Visitors can explore the collection in detail and discover the story behind the brand – including previously untold personal stories and glimpses of will.i.am’s recently opened LA studios.

will.i.am is renowned for his contributions in the worlds of style and innovation, including tech launches, his role as Chief Creative Officer for 3D Systems, the sustainability movement EKOCYCLE, and philanthropic activities for STEAM education.
ill.i Optics eyewear is available from selected retailers worldwide from 16 September.

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