Friday 23 August 2013

Proof gives the UK an eyeful!

Back in March I wrote about Proof Eyewear, a sustainable brand making waves in the US with their cool retro styling and wooden frames made from, among other things, recycled skateboards.

Now, I'm happy to report that Proof has expanded, and there's an all-new UK store to explore. Featuring the full range of frames, made from sustainable materials like bamboo, lacewood and plant resins, Proof are also taking the opportunity to open up their remit to new product lines.

The new collection, premiering especially to coincide with the UK launch, includes a wood "wallet" (more of a money clip, really: it's two slabs of wood with a recycled inner-tube rubber band to hold a few cards and some folding cash) that started as a fun side project before demand for it blew up. The range will expand further into apparel later in the year, which is sure to feature Proof's commitment to sustainable material, ethical manufacture and relaxed, edgy style. After all, if icons like Beyoncé and Snoop Lion like Proof, they must be doing something right, right?

Prices for Proof sunglasses hover around the £100-130 range. Perhaps a little pricy for shades, but bear in mind they're designed so that you can pop in prescription lenses as well, creating a slick, one-of-a-kind look. There's plenty to choose from, and the chunky Aviator-style silhouette is both timeless and, in the bold colours in which Proof specialises, very on-trend.

Check out the new Proof UK website. After all, there still might be enough summer left to make a new pair of shades worth having...

Proof Eyewear UK

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