Dive Brief:
- Innovative Eyewear has released an Eddie Bauer Smart Eyewear collection, according to a Wednesday press release.
- The collection includes four styles and features voice access to ChatGPT. The USB-chargeable glasses have built-in Bluetooth microphones and speakers for music and calls. The line also marks the debut of the first rimless smart eyewear design, according to the company.
- The collection will be soon available across department stores, sports retailers, physical locations and local optical stores.
Dive Insight:
The Eddie Bauer line marks Authentic Brand’s next foray into smart glasses. Last December, another Authentic Brands Group brand, Nautica, teamed up with Innovative Eyewear to create the Nautica Smart Eyewear collection. The sunglass collection came in eight styles, featured Bluetooth compatibility and offered two blue-light blocking lense styles for indoors.
Last year Authentic also licensed Reebok for smart eyewear in a multi-year global licensing agreement with Innovative Eyewear.
The Eddie Bauer collection marks a milestone in eyewear innovation, according to Innovative Eyewear CEO Harrison Gross. “By introducing the first-ever rimless smart eyewear, we believe we are not only elevating style but also redefining the possibilities of wearable technology,” Gross said in a statement. “This collection exemplifies our commitment to merging fashion and function, catering to the modern, adventurous lifestyle that Eddie Bauer embodies.”
Meanwhile, other companies have jumped into the smart eyewear space in recent years. Though Google Glass failed to take off, tech giants like Snap, Apple and Facebook have been developing their own digital glasses. Last month, Ray-Ban added more styles and features to its Ray-Ban Meta smart glasses collection. The new editions feature a 12-megapixel camera and a Meta AI assistant.
Eddie Bauer underwent an ownership change last year. Simon Property Group swapped its share in an Eddie Bauer joint venture for more shares in Authentic Brands Group. The move grew its total ownership of Authentic Brands Group to 12%; Simon has subsequently divested completely from Authentic.
Clarification: This story has been updated to explain Eddie Bauer’s connection to Authentic.
