Apr
13Why is “cool” so closely associated with sunglasses?“Cool” is peer group pressure on steroids and made commercial by major corporations.That a smile or a certain attitude or mannerism, will get a positive response from the people we want to impress. In the cool stakes none come higher than Aviator sunglasses. They were manufactured to exacting technical specs in the 1940’s when the US army air force realised that they needed sunglasses with large curved glasses to protect the pilot’s eyes from every angle. Looking good seemed to be a happy, if not entirely intended, accident boosted by well-known wearers including General Douglas MacArthur as well as Tom Cruise.
Prada sunglasses are equally beloved by the fashionistas, but Prada did not make its name by crafting them. In Prada’s early years, this iconic Italian brand made leather goods, expanding eventually into couture and vintage style clothing and accessories. Prada sunglasses have gained popularity thanks to that same retro, vintage style appeal and their fair share of well planned product placement and celebrity endorsement, among them David Beckham, Eva Longoria and Brad Pitt.So cool is important financially.
Another prized Italian designer who prefers to ignore catwalk trends and push fashion to new, some might say ridiculous, heights is Dolce and Gabbana. D&G sunglasses are imaginative, adventurous and many would say notorious.D&G too didn’t consider making eyewear of any description at the start.The company was founded by Domenico Dolce & Stefano Gabbana in Milan, initially active in clothing, footwear and handbags and famed for designs that were usually in black and geometric in shape.Sunglasses didn’t appear in their portfolio until much later, but have now been joined by fragrances and even a mobile phone.
All this addiction to brand names may seem shallow and frankly consumerist, but don’t dis cool. We all have to feel good about ourselves to gain the respect and acceptance of our friends and peers. If you think you look cool or good in a pair of designer sunglasses, that’s going to help you be more confident and assertive, as well as protecting your precious sight.
