Austin Soldner and Michael Schaecher, the co-founders of the new sunglasses brand name Futuremood, fulfilled at the recently formed San Francisco research study and advancement lab developed by the high-end audio tech designer Bose.
The 2 were charged with working on Bose’s sunglasses wearable and bonded over a shared interest in tennis shoes and fashion. Over many discussions the 2 men understood there was an opportunity to utilize technology to rewrite the sunglasses playbook and introduce the first brand-new brand name to the market since Oakley emerged.
There was also a chance to bring the materials science and tech-forward techniques that sneaker companies have actually established to an industry that hadn’t seen any genuine technical transformations in decades.
Enter Futuremood “Auras,” which the business expenses as the first glasses scientifically evaluated and proven to modify your state of mind.
Using technology developed by the lens maker Zeiss, Futuremood’s very first glasses can be found in 4 colors– a relaxing green, a rejuvenating blue, an energizing red and a focusing yellow. The company is releasing its eyewear in two styles, a boxy, chunky frame and a more standard rounded frame.
Any mood-altering results are thanks to Zeiss’ halochrome lens innovation, which the lens manufacturer has been dealing with– and publishing documents on– to suss out the science behind its claims that using filtered light can change the way folks feel.
There’s some initial research that the company has done, but the science is still mainly unverified (Zeiss carried out 2 studies at European universities).
Schaecher and Soldner are followers, and the 2 long time tech officers see these lenses as a window into a broader world of material science experimentation and item advancement that they’re hoping to give market with Futuremood.
” If you think about sneakers and where Nike and Adidas got to where they are today, it was through development in product design and materials and branding and marketing and all of that had been missing out on from the sunglasses space,” Schaecher said.
The 2nd marketing hire at Airbnb and the very first marketing hire at the now-defunct Munchery, Schaecher understands a thing or 2 about branding. Meanwhile, Soldner, the founder of Playground.fm, and a former product designer at Jawbone, is the technical specialist and lead designer for all of Futuremood’s frames.
” We actually saw an opportunity to push the envelope in technical development and item innovation,” stated Schaecher. “We have a backlog of stuff to forge ahead of what sunglasses are.”
One thing sunglasses are is a really very big organisation. Consumers spent $145 billion on sunglasses in 2018, according to the market research study company, Grand View Research Study
If Futuremood can record even a portion of that market with its distinct spin on sunglasses, it’ll be in good condition.
As with any excellent direct to consumer item, Futuremood’s difference begins with its packaging.
In an email, Schaecher described the experience as “not as subtle as CBD, but not as strong as a shot of tequila or glass of Rosé.
” Austin and I are truly into different ways of self care and taking moments and … we thought there was a chance to bring pleasure and joy,” with the packaging, Schaecher stated. “ We do not anticipate people to be firing up Spotify playlists and incense matches each time they use things.”
Futuremood has actually been mainly bootstrapped to date, and like whatever else in the year of our Lord 2020, the company’s strategies were pushed back by the coronavirus pandemic.
” Our lenses are made in Zeiss’ Italian factory and the glasses were made beyond Shenzhen,” stated Schaecher. “We quarantined the first order for two weeks. Zeiss was right in that region of Italy that was getting hit hard. We have actually been delaying since then. It’s difficult to take into words what it’s like to grind on something for eighteen months … and then have to postpone introducing.”
Even with the pandemic, though, the business moved ahead with the design for its 2nd product, and that offers a tip for where Schaecher and Soldner want to choose their service. “We have our 2nd product line which is not mood-altering glasses,” said Schaecher. “That’s a traditional sunglasses line that utilizes titanium alloy metals that are more frequently seen in aerospace than in eyewear.”
The design visual is likewise more in the luxury vein, which Schaecher teased belonged to something that would be more at home in a Cartier showroom rather than a direct to consumer brand name’s digital store.
Right now, the business is going direct to customers through its site, but it’s looking at the capacity for some retail cooperations and field marketing when the nation opens back up for organisation.
When it comes to the mood-altering impacts and whether “wearable drug” can win market share, Schaecher is pretty positive. “Individuals absolutely have reactions,” he said. “It’s a fun, brand-new thing that’s never ever existed before.”