7 niche eyewear brands for bored Wayfarer wearers

I first came across a Jimmy Fairly boutique on a trip to Paris a few months ago. The French eyewear brand founded by Antonin Chartier in 2010 has now become part of the cool-girl wardrobe thanks to fans like Gigi Hadid and Dua Lipa. They have more than 170 locations in 10 countries, have plant-based acetate options, and also donate a pair for every pair sold. Their most popular style is the Aela, an oversized aviator frame that Hadid loves too.

Originally founded in Australia in 1979, Le Specs was re-launched in 2005. Over the years, the eyewear brand has cemented its cult status thanks to collaborations with designers such as Adam Selman, More Joy by Christopher Kane, House of Holland, and Alémais, and being spotted on everyone from Meghan Markle to the Hadid sisters. WWD called them Gen Z’s go-to eyewear brand for their accessibility, trendy silhouettes, and buzzy collaborations. Their oversized cat-eye style, Air Heart, is considered the most popular, while the Honey Pot, a slim, Y2k-inspired rectangular style, has become a bestseller since being spotted on Zendaya recently. You’ll find them online and at multi-brand retailers like Selfridges and Harrods.

Another Aussie brand, Quay was founded in 2004 by husband-wife duo Linda and Allan Hammond, who loved music and festival culture and noticed the gap between drugstore buys and designer frames. Blackpink’s Jennie wore the brand’s bold Set List sunglasses to Coachella earlier this year, and Bella Hadid was spotted in the brand’s narrow Aura Points glasses while off-duty. Their bestsellers are the High Key aviators, which even have Kylie Jenner’s seal of approval.

Founded in 2018 by Chris Mart in Los Angeles, Akila uses plant-based, biodegradable cellulose acetate instead of standard petroleum-derived plastics for their limited-run frames. The brand has stores in LA and New York and is also available at select opticians in India. Their hexagonal Era is a big hit, as are their tinted lenses made with 50 per cent recycled materials.

This Stockholm-born label embraces the minimal and futuristic simplicity of Scandi design. Childhood friends Charlie Lindström and Daniel Djurdjevic launched the brand in 2016 after Lindström broke his favourite sunglasses and couldn’t find the same silhouette anywhere. Their slim Code style went viral after Kendall Jenner was spotted in them. They have a specialised ski line and have even collaborated with H&M in the past. Beyond their Stockholm flagship, they have stores in Paris, New York, Cape Town, and Oslo, and are stocked at several multi-brand retailers, including Browns, Le Bon Marché, and Selfridges.

This Barcelona-based brand was founded in 2014 by four friends. Their aim? To create expressive, quality eyewear inspired by adventure for everyone. It’s since become one of Europe’s most successful DTC brands, with physical retail outposts in Barcelona and Amsterdam. Meller Lab, an experimental line within the brand, focuses on limited-edition concept-driven pieces. Their playful, trendy styles are all priced at ₹5,000 and available locally via Lenskart.

The vintage-inspired brand is also an Aussie import (clearly the sunglass capital of the world!). Georgia Williams founded Vehla in 2019 after she realised how difficult it was to shop for affordable, well-designed sunglasses online. Their styles have a signature 1990s and retro vibe, with the Olsen and the Dixie being favourites among A-listers and the style set. However, they sell out quickly. Last year, the brand expanded into athleisure and activewear—and just like their eyewear, those too sell out almost as soon as they drop.