Around the time we made our 30th RetroSPECtivebook, I wanted to do something as an exclamation mark for the occasion.
My first frame - Electro-Torch - has stood the test of time, is still requested and still intrigues me. I have created this collection in celebration of this frame and all the others created over some 30+ years.
The frame was re-considered and the construction re-imagined. The outcome is the TIERS PROJECT.
The TIERS PROJECT is a luxury capsule collection and a re-imagining of the Electro-Torch.
As I was working thorugh the drawing a new method of creating, a frame appeared. A frame like no other evolved containing elements of the first and the most recent jumbled up with the knowledge acquired over the last 30 years.
There is immense versatility and possibility of design with rear face being able to be a multitude of shapes and colours, even custom pieces.
This is not a static frame but almost akin to moving 3D typography. I intentionally kept the face and temples raw titanium colour and the rear face black. This gives an allusion of depth and movement, with the shadow line continually moving with every move of your head. This is an iconic frame collection.
Apart from the stunning delivery, the biggest plus is the way the lens is fitted offering a never before and much simpler method to Rx a frame.
I have reimagined my very first eyewear design from 1986, Electro Torch.
The original frame has an ’80s zeitgeist reflecting a ‘Jules-Verne-under-the-sea-post-Apocalypse’ feel.
In 2016, a mechanical reimagining of the design had evolved in my brain and further deloped on paper.
I hand made a full set of prototypes in titanium and argentium silver. I then approached Julia Gogosha to collaborate on the collection, to refine the special offering for eyewear connoisseurs and collectors.
This was especially important as Julia has such a high profile in the Eyewear Industry and was able to uplift the launch of the TIERS PROJECT in April in NYC.
The problem with many special frames is they are quite difficult to fit lenses. In the case the fitting method is new and so simple to become a talking point of the design and marketing.
True to form, the TIERS PROJECT is a collectors set.
The Limited editions are lovingly created in my studio in Payneham.
We've kept the styles to a minimum leaving an opprotunity to grow and add more styles.
The launch buzz has opened the door of new accounts and direct access to people I'd never been able to meet before. Long term I hope this will allow further intrigue and introduction with them picking up the 4 O'clock Collection, making TIERS a type of entrée.
There has been a lot of interest and a lot of talk along with orders. Its free advertising and profile building. Pur products are sold in USA, Canada, New Zealand.
Every process has been designed for proud workmanship here in SA.