Austin Soldner and Michael Schaecher, the co-founders of the new sunglasses brand Futuremood, met at the freshly formed San Francisco research study and development lab produced by the high-end audio tech developer Bose.
The two were tasked with working on Bose’s sunglasses wearable and bonded over a shared interest in tennis shoes and style. Over lots of discussions the two men understood there was an opportunity to use innovation to reword the sunglasses playbook and release the first new brand to the market given that Oakley came on the scene.
There was likewise an opportunity to bring the products science and tech-forward techniques that sneaker companies have actually established to a market that hadn’t seen any genuine technical revolutions in years.
Enter Futuremood “Auras,” which the business bills as the first glasses scientifically tested and proven to modify your mood.
Using innovation developed by the lens producer Zeiss, Futuremood’s very first glasses can be found in four colors– a relaxing green, a refreshing blue, a stimulating red and a focusing yellow. The business is launching its eyewear in 2 designs, a blocky, chunky frame and a more traditional rounded frame.
Any mood-altering effects are thanks to Zeiss’ halochrome lens innovation, which the lens producer has actually been dealing with– and releasing documents on– to suss out the science behind its claims that using filtered light can alter the method folks feel.
There’s some preliminary research study that the business has done, however the science is still largely unverified (Zeiss carried out two research studies at European universities).
Schaecher and Soldner are believers, and the 2 long time tech officers see these lenses as a window into a wider world of product science experimentation and item development that they’re wanting to bring to market with Futuremood.
” If you consider sneakers and where Nike and Adidas got to where they are today, it was through development in product design and products and branding and marketing and all of that had actually been missing out on from the sunglasses area,” Schaecher stated.
The 2nd marketing hire at Airbnb and the first marketing hire at the now-defunct Munchery, Schaecher understands a thing or 2 about branding. Soldner, the founder of Playground.fm, and a former item designer at Jawbone, is the technical expert and lead designer for all of Futuremood’s frames.
” We truly saw a chance to push the envelope in technical innovation and item development,” said Schaecher. “We have a backlog of things to forge ahead of what sunglasses are.”
One thing sunglasses are is an extremely huge organisation. Customers invested $145 billion on sunglasses in 2018, according to the market research study company, Grand View Research
If Futuremood can capture even a fraction of that market with its special spin on sunglasses, it’ll remain in good condition.
As with any excellent direct to customer product, Futuremood’s distinction starts with its packaging.
In an e-mail, Schaecher explained the experience as “not as subtle as CBD, however not as strong as a shot of tequila or glass of Rosé.
” Austin and I are truly into various methods of self care and taking moments and … we thought there was a chance to bring pleasure and pleasure,” with the packaging, Schaecher said. “ We do not expect individuals to be shooting up Spotify playlists and incense matches whenever they use things.”
Futuremood has actually been mainly bootstrapped to date, and like everything else in the year of our Lord 2020, the company’s strategies were pressed back by the coronavirus pandemic.
” Our lenses are made in Zeiss’ Italian factory and the glasses were made beyond Shenzhen,” said Schaecher. “We quarantined the very first order for two weeks. Zeiss was right because area of Italy that was getting hit hard. We have actually been delaying since then. It’s tough to take into words what it resembles to grind on something for eighteen months … and after that have to delay launching.”
Even with the pandemic, however, the company moved ahead with the style for its 2nd product, and that gives a hint for where Schaecher and Soldner want to choose their organisation. “We have our 2nd product line which is not mood-altering glasses,” said Schaecher. “That’s a traditional sunglasses line that uses titanium alloy metals that are more typically seen in aerospace than in glasses.”
The style visual is also more in the high-end vein, which Schaecher teased belonged to something that would be more in the house in a Cartier display room rather than a direct to customer brand’s digital shop.
Right now, the company is going direct to consumers through its website, however it’s looking at the capacity for some retail partnerships and field marketing when the nation opens back up for organisation.
As for the mood-altering results and whether “wearable drug” can win market share, Schaecher is pretty optimistic.