Ray-Ban launches the Reverse collection

Ray-Ban has launched a new collection introducing a new innovative lens. 

Dubbed the ‘Reverse’ collection, the line debuts with four unisex sunglass styles: the Ray-Ban Reverse Aviator, Wayfarer, Caravan and Boyfriend. 

The real innovation lies in the shape of the lens, which shifts from traditional convex to concave without sacrificing on optical precision. 

The lens, made with a bio-based nylon with a 41% bio-based carbon content, are finished with a high-performance anti-glare treatment that reduces up to 70% of the reflections at wavelengths.

The styles are complete with an ergonomic universal frame, crafted with bio-based acetate frames with a 67% bio-based carbon content. Items come in a 100% recycled packaging, and with a 100% recycled cleansing cloth. 

“Our Ray-Ban Reverse collection is a true revolution in the eyewear industry. The concave aesthetic is enabled by a new proprietary technology which applies big data analysis into the lens design. We always raise the bar by reinventing what eye care and eyewear can do for consumers,” said Federico Buffa, R&D product style licensing director, EssilorLuxottica. 

Chief marketing officer, EssilorLuxottica, Francesco Liut, added: “As the most beloved eyewear brand we continue to leverage the power of our iconicity while bringing innovation and technology to our most classic styles.”

The collection launches with Vittoria Ceretti as the face of the campaign. 

The Ray-Ban Reverse Collection is now available at all Ray-Ban Stores and Ray-Ban.com. As of June 15th, the collection will also be available throughout all owned and operated EssilorLuxottica wholesale channels.