Red or Dead launches new eyewear collection with Specsavers

By

Barbara Santamaria

Published
May 15, 2017

British fashion brand Red or Dead and optical retailer Specsavers have launched a new collection of stylish glasses featuring interchangeable arms.

Exclusive to Specsavers, the new range includes 13 styles in an array of colours, prints and patters, offering fashion-conscious specs wearers the possibility to switch their glasses’ sides to match their mood and outfits.

“This cutting edge collection and brave new direction is the epitome of Red or Dead’s brand ideals. We’re saying no to normal and bringing some fun to your face while re-immersing and re-exciting our consumers with our classic brand heritage and sense of humour,” said creative director Katie Greenyer.

Red or Dead was founded in 1982 by Wayne and Geraldine Hemingway, who had a vision of a quirky fashion brand with a unique sense of styling. The label was especially successful in the 80’s, gaining cult celebrity following for its unusual shoe creations, such as the watch shoe of 1987. Today, the brand sells footwear and accessories in exclusive partnerships with Schuh and Specsavers. Red or Dead’s ‘Tattoo’ style is Specsaver’s bestselling frame ever, according to the brand.

The new eyewear collection is available at Specsavers stores and online from £99.