The Studio.
Shades of Identity
"Sunglasses are like eyeshadow
They make everything look younger and pretty. They can change your whole face."
- Karl Lagerfeld,
In the studio we know that Sunglasses go beyond their practical role of sun protection; they tap into human desires for privacy, mystery, and control over perception. Glasses act as a mask, obscuring part of our identity and emotions, they allow for selective self-presentation. By hiding the eyes or the "windows to the soul"—sunglasses create an illusion of detachment and invulnerability, they empower the wearer to become an observer in social settings rather than a participant.
This ability to reveal or conceal at will speaks to a broader human desire to navigate authenticity and artifice. Sunglasses enable a performance of identity, allowing individuals to shape how they’re perceived while holding back the vulnerability of eye contact. They provide a space for aesthetic transcendence, where one can exist in ambiguity, blending the boundaries between self and society. Ultimately eyewear has been a large part of popular culture from the stage to dancers in the crowd and we want to be part of that evolving story.
Evolve or be extinct
3D-printed eyewear represents the future of design, reshaping an industry that, until now, relied on traditional manufacturing techniques. With the flexibility of 3D printing, eyewear can evolve beyond standard shapes and sizes, offering unprecedented customisation and precision. Just as past technological innovations like the piano or the MPC redefined music, 3D printing allows eyewear designers to break the limits of convention, crafting pieces that blend functionality with artistic expression. This technology opens doors for creativity previously unimaginable, making each pair a unique extension of the wearer’s personality.
As in every art form where technology drives change, those who adapt to new tools stand out. 3D printing empowers designers to experiment freely, pushing boundaries to create eyewear that fits a diverse range of styles, faces, and preferences. With this evolution, eyewear isn’t just an accessory—it’s a platform for self-expression, reflecting both cutting-edge technology and the individuality of its wearer. To move forward is to embrace these new possibilities, evolving toward a future where eyewear design is as dynamic and limitless as the imagination.
Made in London
At Tides, we're proud to manufacture locally in London, supporting transparency and real relationships with our manufacturers. Every step of our process is grounded in responsibility—to people, the environment, and our community. With zero-waste 3D printing, we eliminate excess and focus on creating eyewear with precision and care, reducing our environmental impact. Our London base allows us to work closely with skilled craftspeople, ensuring quality and fostering connections that span beyond business. "Made in London" isn’t just a label—it’s a commitment to sustainability, authenticity, and accountability in every pair of glasses we create.