Why is “cool” so important when it comes to sunglasses? “Cool” is peer group pressure writ large and made commercial by major corporations. Cool is the extension of what we learn as infants. 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 Designer sunglasses. They were first conceived in 1940′s USA when pilots complained that they were being blinded by the sun, Ray Ban came up with an innovative curved design that protected pilots eyes from all angles. Looking good seemed to be a happy, if not entirely intended, accident helped by well-known wearers including General Douglas MacArthur, as well as Tom Cruise.
Prescription sunglasses by Prada 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 focused on producing leather goods, expanding eventually into couture and vintage style clothing and accessories. Prada sunglasses have gathered a following through similar avenues, advertising is key and getting celebs like Tom Cruise, Jason Statham and Sly Stallone to wear their shades. So cool is important economically.
Another treasured designer in the Italian stable is D&G. Cheap glasses are ofen copies of D&G designs which are imaginative, adventurous and many would say notorious. D&G too didn’t start out making eyewear of any description. The business began life in what is arguably the Fashion capital of the world, Milan and their designs today share the heritage of brand, being well known for their heavy use of black. Sunglasses didn’t appear in the 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 mindlessly consumerist, but don’t knock 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.