Project image
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£32,444
pledged of £3,500pledged of £3,500 goal
216
backers
21days to go

All or nothing. This project will only be funded if it reaches its goal by Tue, December 10 2019 4:22 PM UTC +00:00.

Shades of Denim | Unwanted Thigh-Wear to Luxury Eyewear

Fashion Waste Transformed into Extraordinary, Upcycled Sunglasses | Handcrafted in Cornwall, UK | Polarized or Prescription Lenses

Shades of Denim | Unwanted Thigh-Wear to Luxury Eyewear

Fashion Waste Transformed into Extraordinary, Upcycled Sunglasses | Handcrafted in Cornwall, UK | Polarized or Prescription Lenses

£32,444
pledged of £3,500pledged of £3,500 goal
216
backers
21days to go

All or nothing. This project will only be funded if it reaches its goal by Tue, December 10 2019 4:22 PM UTC +00:00.

About


  • Gift vouchers now available for Christmas 
  • Gifts with customised etching now available with Valentines delivery. <3
  • 2 year manufacturing warranty 
  • Polarized Zeiss lenses. Or choose 'frame only' for prescription. 
  • Don't miss the Virtual Mirror. So you can try the sunglasses on online - Virtual Mirror - Opens in a new window 

A message from Jack (the inventor of the Shades of Denim) 

Hello, Jack here. I'm the founder of Mosevic and the guy at the start of the main video. 8 years ago I came up with an idea of turning floppy denim into Solid Denim, by infusing it with resin. The idea was that I would then turn this into denim sunglasses. I didn't have a workshop at the time and I didn't know what I was doing. I made my first prototype that day on the Kitchen table and it wasn't very good, but I saw the potential if I stuck at it. 

Superb Handcrafted Quality - 2 Year Warranty

When people first get to try on the Shades of Denim, they always say how impressed they are with the craftsmanship and attention to detail. ‘Substantial’ is a word that frequently gets used to describe the feel of the lightweight Solid Denim with brass reinforcements. These sunglasses feel and indeed are, reassuringly well made.

  • Details of our returns policy and 2 year warranty are in the FAQs (just under main video)

Lens options

Polarized Zeiss Lenses

We put so much work into our frames that it would be silly not to include the best possible lenses. That’s why we use lenses by Zeiss that block out 100% of the harmful UV light. We choose to use polarized lenses that have a brilliant warm gradient.

  • Polarized lenses make everything look better, but the main benefit is glare reduction. When the sun is low in the sky or when there are reflections on water or wet surfaces it can be blinding. Polarized lenses filter out light waves in a particular way, reducing glare. If you ever go outside, or look out the window in the day time, you’ll want these lenses.

Need a Prescription? Choose 'Frame Only'

These frames are fully glazable. That means that you can get the Shades of Denim fitted with your prescription by your optician.

  • Choose our ‘Frame Only’ option and we will fit your frames with dummy lenses so that the they keep their shape in transit. Once you’ve got them, head to your optician and they can fit your prescription. We will provide instructions for the optician so they know how to work with a frame material that they won’t have seen before.
  • Please note –
                                 The ‘Frame Only’ option is cheaper than the regular option because you get dummy lenses and not the Polarized Zeiss lenses.
                                 You will need to buy your prescription lenses elsewhere separately.
     

5 Frame Options - try on with Virtual Mirror

Try on with Virtual Mirror

We have developed a range of frames to suit all sorts of faces. By using our virtual mirror, you can easily find out which frames suit you best.

Virtual Mirror - Opens in a new window

  • The Virtual Mirror recognizes your face through your webcam and superimposes an image of the sunglasses.
  • If you are buying The Shades of Denim as a gift and want to keep it a surprise, then you can upload an image of the recipient and the Virtual Mirror will work its magic on their face.
  • The Virtual Mirror assumes that you have a pupillary distance or PD of 64mm (the distance between your pupils). By knowing this figure, it can scale the sunglasses so they are approximately the right size on your face. For most people, this is good enough to get a good idea of which sunglasses suit you best. If you know your PD to be different, then you can input the correct value to get a more accurate result.
  • Not compatible with Chrome on iPhone.  

Dimensions

Solid Denim. In Blue or Black. With Shiny Bits

Cassini in black denim
Kepler in blue denim

Denim all the way through. Solid Denim is similar to Micarta

Solid Denim is made from layers of denim fabric that are bonded together with a strong resin. The resin infuses into the fibres of the fabric, making it remarkably strong. More details about Solid Denim and the resin we use in the next chapter.

The side of the material shows an intricate and subtle pattern created by cutting through the white cotton fibres.

  • More details about Solid Denim and the resin we use in the next chapter.

Soft, Smooth & Satin. With Shiny Bits - Solid Denim is remarkably strong, it’s also incredibly tactile.

The front surface looks and feels like denim. It’s been lightly varnished to provide  water and dirt resistance.

The inside surface and the edges have been varnished and polished to a soft, smooth and satin finish that feels great against your skin and repels sweat and sun cream.

Laser Etched & Hand Painted Details - Laser etching is a robust way to apply text to the inside surface. We then fill this etching with a gold ink, to match the brass details.

Brass Details - Our design features a variety of brass details that compliment the Solid Denim wonderfully.

Ergo-Visage - Maximum Comfort For Your Face

We laminate an intricate 2 part spring system inside the temple arms. The first part allows the temple arms to flex and spring back again. The second part is formable and allows us to create a stable curve to fit the shape of your head.

All this is hidden within the Solid Denim, meaning that the sunglasses will magically fit heads of all shapes and sizes, with just the right amount of pressure behind the ears.

Fashion Waste Transformed Into A Space Age Material

A World Full Of Waste  

We upcycle denim from various sources. We currently use a mixture of discarded jeans that are not fit for resale and redundant denim stock from clothing companies. There are other waste streams of fabric for us to explore, such as offcuts from clothing manufacture.

Clearly, by upcycling relatively small amounts of denim fabric into sunglasses, we aren’t solving the problem of fashion waste. But we like to think that we are showing that where there is a will and a little ingenuity (well, quite a lot), there is a way for waste to be reduced.

From Floppy to Solid Denim

The way that the cotton fibres are woven together, makes denim a tough fabric. The trouble with it is, it’s very floppy. So, we use a strong resin that absorbs into the fibres. We press these wet layers of denim together (between 3 and 10 layers, depending on which part of the frames it is) and once the resin has become solid, the fibres are reinforced and Solid Denim has been created. With 100% reduction in floppiness.

Denim Infused With Resin

Solid Denim is made from approximately 80% denim and 20% resin. The resin we use is completely skin safe and has been tested over many years. We are looking for ways to create the smallest carbon footprint possible and we are exploring whether there are resins with a percentage bio based content that would reduce our carbon footprint once all factors are considered. Whether we stick with our current, synthetic resin or find that another resin would be a better choice, needs to be tested and we will be exploring this over the coming months.

Universally Stylish With Space Age Properties

Solid Denim is made in a similar way to Carbon Fibre. Both materials consist of tough fibres that are reinforced with a strong resin. Carbon Fibre has some incredible properties which have allowed us to travel across the solar system. Solid Denim has all the properties we need to build Extraordinary, Upcycled Sunglasses. Like Carbon Fibre, it is tough and flexible. Unlike Carbon Fibre it is soft, smooth and textured.  It’s also Universally Stylish.

Due to their rugged nature and unique appearance, jeans are incredibly popular the world over and have been for over a century. That’s why there’s so much waste. Just like jeans, Solid Denim is Universally Stylish.

Crafted By Golden Hands, Near Golden Sands

Sunglasses Made By The Sea

Our whole handcrafted process is carried out by the sea in Cornwall, a beautiful, quiet part of England.

Are you in a hurry? We’re not. We handcraft these sunglasses in small batches, taking our time to make sure that they are of the highest possible quality. We don’t want to make sunglasses that are going to break before they’ve even reached you. We’d rather craft something that you are going to love and will last you a lifetime.  We haven't found a way of doing this that takes any less time and any less skill. So for now, we get stuck in and make use of those wonderful things that connect our fingers to our arms.

Acknowledging And Minimizing Our Impact

We have developed extraordinary sunglasses from denim fabric and it makes sense that we find our denim from a waste stream.  We aren’t under any illusion that this is enough to be ‘sustainable’ on it's own.

Our scenic,coastal surroundings are a constant reminder that even though we are small fish right now, we need to implement a responsible approach to manufacture and business as a whole, right from the start.

It’s important to realize that everything we do has an impact and that the extent of this impact should be at the heart of every design and business decision.

A Peculiar, Patient Process

In 2011, the founder of Mosevic (Jack) came up with the unique concept for the Shades of Denim, with no idea what they would be like or of how to go about making them. 8 years and countless generations of prototypes later, our peculiar process has evolved from trial, error and tears. This video condenses weeks of work into 20 seconds, showing a montage of processes that we found to work. Once you’ve seen it, take a moment to consider all the time Jack spent trying things that didn’t work!

To Kickstarter & Beyond!

Rewards

You'll be given the choice of which frame shape and which denim you would like after you've chosen your perk.

  • £130 - 1 x Shades of Denim - Early bird  (Available for a limited time only)
  • £130 - 1 x Shades of Denim - Frame Only
  • £145 - 1 x Shades of Denim
  • £165 - 1 x Shades of Denim - Xmas Delivery (25 Available)
  • £195 - 1 x Shades of Denim - Custom Laser Engraving (50 Available)
  • £270 - 2 x Shades of Denim
  • £520 - 4 x Shades of Denim
  • Retailers - message us to discuss your requirements. 

About Mosevic

Mosevic is a small team from Cornwall, England led by Jack - the inventor of the Shades of Denim and founder of the company. Mosevic is a family name from his Norwegian heritage. Jack has a background in sustainable product design which is reflected in the company’s ethos. As mentioned above, it took him many years to go from the unique concept of denim sunglasses to the Shades of Denim, as they appear before you today. This is because he had no idea of where to start making them and no idea of what they would end up looking like. That’s nothing that years of trial and error can’t solve.

This is our second Kickstarter campaign, in 2015, an early generation of the sunglasses was successfully funded. In 2016 Mosevic collaborated with Wrangler jeans, using their waste fabric to make a co branded batch of sunglasses. We’ve been operating online ever since, but in 2017 we went back to the drawing board and completely redesigned the product, making some big improvements in all areas. It’s taken a while, but we are back with the Shades of Denim in all their glory.

Why Kickstarter?

We can already make the Shades of Denim to a high standard, so why are we turning to Kickstarter? There’s a few reasons.

  • Metal Components

We need to find manufacturers for the metal components in the sunglasses. All the brass parts and all the internal springs have been made as prototypes in the Mosevic workshop which is incredibly time consuming and it’s not realistic to carry this into proper production. So we need to find manufacturers for these parts and place all the required minimum orders.

  • Packaging

We haven’t yet designed our packaging. This is something we will be doing concurrently to the Kickstarter campaign.

  • Workshop equipment

We would like to scale up and make things a bit more efficient in the workshop. This means making more moulds, more jigs and getting a few new tools.

Timeline

Whilst the campaign is running we will be working to design our packaging and find suppliers for the metal components, with a view of being ready to proceed with orders once we receive funds from Kickstarter. Our campaign will run until December 2019. We should receive funds soon after that.  We are offering a limited number of pairs of sunglasses to be made as Christmas presents, to be delivered in December 2019. We are capable of making these without the introduction of any new parts and they will be made during the campaign, to be sent out as soon as it ends. 

The rest of the sunglasses will be made in the new year, once all efficiencies have been implemented. Of course we don’t know how much demand there will be yet. Our perks have March 2020 as the dispatch date. This is manageable up to a point. If we are overwhelmed with demand, delivery dates could extend into the spring.

Press Pack

Please do write about us on your blog or website. You can embed our main Youtube video or you can get images and a press release from here - Press pack on dropbox

Credits -

  • Thanks to the photographer Andrew Hilling, not only for taking the group and individual portraits, but for helping to develop the photography concept and style.
  • Thanks to all the models
  • Thanks to you, for spending the time to check out our campaign and telling your friends ;)

Social

Instagram - @mosevic_eyewear - www.instagram.com/mosevic_eyewear/

Facebook - www.facebook.com/mosevic

Risks and challenges

We can already make the Shades of Denim to a high standard and we are very confident that we can deliver a fantastic product to every backer of our campaign in a timely manner. As mentioned above, if we are overwhelmed with demand then delivery dates could extend beyond the stated delivery date of February 2020. However, the sunglasses we are offering with Christmas delivery will not be delayed as we have limited the number available. Even if we have not found manufacturers for the metal components by then, we can still make this quantity in house using our current method.
We have already run a successful crowdfunding campaign in 2015 and we’ve been fulfilling orders ever since so we are no stranger to how it all works. We will use this experience to make sure that everybody gets their high quality sunglasses in a timely manor.

Learn about accountability on Kickstarter

Environmental commitments

Visit our Environmental Resources Center to learn how Kickstarter encourages sustainable practices.

Long-lasting design

The Shades of denim are made with a great amount of care and attention. They have been designed and developed over years, to make sure that the quality is very high. Therefore, we expect there to be few problems with them once they are received by backers of this project. They have also been designed to be very comfortable and practical and the luxury price tag should make people take good care of them. The sunglasses will come with a hard case for protection when being carried around. For these reasons, the products should not wear out or get broken and discarded.
We will be offering a paid service to replace damaged lenses as well.

Reusability and recyclability

One of the reasons that we are turning to Kickstarter is to develop the packaging. We don't know what the packaging will be like yet, but we will make sure that all of it is recyclable.

Sustainable materials

The main point of difference between the Shades of Denim and other sunglasses is the choice of materials. Waste denim is used to create the Solid Denim material. The denim is currently gathered from local charity shops (thrift stores) in the form of jeans that are unfit for resale as well as redundant denim stock from clothing companies. Moving forwards, as well as working with local charity shops, partnerships with clothing companies will be explored, to use their waste fabrics from all aspects of their production processes, whether it is fabric they just aren't going to use, offcuts from manufacture, or old stock that will be thrown away.

Another reason of turning to Kickstarter is to explore different resins and see if it is possible to replace the current (synthetic resin) with a biodegradable resin, or at least a resin with a percentage of bio content. This is not guaranteed, as it may be that there is not a suitable replacement that will make a high quality product. But it is being looked into.

Environmentally friendly factories

The majority of manufacture of the Shades of Denim will happen in Cornwall, in Jacks workshop. However there will be some components that are outsourced. For example the various metal parts. When choosing factories, as well as the quality and price, environmental factors such as their attitude to carbon emissions and their location (to try and reduce the emissions from transport) will be considered. The same thought will go into choosing the packaging factories.

Questions about this project? Check out the FAQ

Support

  1. Make a pledge without a reward

    £
    About $13

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  2. Select this reward

    Pledge £130 or more About $169

    Frame Only (For Prescription)

    - This reward is for people who want their optician to fit prescription lenses
    - 1 x Shades of Denim with "dummy" lenses. (NOT Zeiss lenses)
    - 25% off retail
    - With hard case
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends

    Includes:
    • Shades of Denim - Frame Only
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    26 backers
    £
    About $169

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  3. Select this reward

    Pledge £145 or more About $188

    Shades of Denim

    - 1 X Shades of Denim
    - 25%% off retail
    - With polarized Zeiss lenses
    - With hard case
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends
    - If you want prescription lenses, choose the reward called 'Frame Only'

    Includes:
    • Shades of Denim
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    £
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  4. Select this reward

    Pledge £145 or more About $188

    Shades of Denim - Gift Voucher

    Give a gift voucher for Christmas and let the recipient choose the style and denim colour. Estimated delivery date of the sunglasses is below. The voucher will be delivered before Christmas by email and can be printed off.
    - 1 X Shades of Denim
    - 25%% off retail
    - With polarized Zeiss lenses - The recipient can get prescription lenses fitted by their optician if they want.
    - With hard case
    - Handcrafted in Cornwall, UK
    - If you would like the sunglasses to have custom etching, please pledge for the custom etching reward and send us a message that you would like the gift voucher emailed to you.

    Includes:
    • Shades of Denim
    Less
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    Ships to Anywhere in the world
    0 backers
    £
    About $188

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  5. Select this reward

    Pledge £195 or more About $253

    Shades of Denim | Custom Laser Engraving

    - 1 X Shades of Denim
    - We will laser etch up to 12 characters of text on the inside of one of the temple arms. We fill the etching with gold ink. All our sunglasses are engraved and inked in this way, you can see images of this in the main story, the custom engraving will be in this style.
    - 25% off retail.
    - With polarized Zeiss lenses. You can ask your optician to fit prescription lenses.
    - With hard case
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends

    Includes:
    • Shades of Denim - Customised Etching
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited (45 left of 50) 5 backers
    £
    About $253

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  6. Select this reward

    Pledge £195 or more About $253

    Shades of Denim | Valentines + Etching

    - Give as a gift for Valentines Day
    - 1 X Shades of Denim with custom engraving.
    - We will laser etch up to 12 characters of text on the inside of one of the temple arms. We fill the etching with gold ink. All our sunglasses are engraved and inked in this way, you can see images of this in the main story, the custom engraving will be in this style.
    - 25% off retail.
    - With polarized Zeiss lenses. You can ask your optician to fit prescription lenses.
    - With hard case
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends

    Includes:
    • Shades of Denim - Customised Etching
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Limited (40 left of 40) 0 backers
    £
    About $253

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  7. Select this reward

    Pledge £270 or more About $349

    Shades of Denim X 2

    - 2 X Shades of Denim
    - 30% off retail.
    - With polarized Zeiss lenses
    - Handcrafted in Cornwall, UK
    - With hard cases
    - You will choose your frame shape and denim colour in a survey once the campaign ends
    - If you want prescription lenses, choose the reward called 'Frame Only' and multiply the reward amount by how many you want to order.

    Includes:
    • Shades of Denim
    Less
    Estimated delivery
    Ships to Anywhere in the world
    6 backers
    £
    About $349

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  8. Select this reward

    Pledge £520 or more About $673

    Shades of Denim X 4

    - 4 X Shades of Denim
    - Over 30% off retail.
    - With polarized Zeiss lenses
    - Handcrafted in Cornwall, UK
    - With hard cases
    - You will choose your frame shape and denim colour in a survey once the campaign ends
    - If you want prescription lenses, choose the reward called 'Frame Only' and multiply the reward amount by how many you want to order.

    Includes:
    • Shades of Denim
    Less
    Estimated delivery
    Ships to Anywhere in the world
    1 backer
    £
    About $673

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  9. Select this reward

    Pledge £1,170 or more About $1,513

    Shades of Denim - Retail Starter Pack

    We will need to add VAT for orders from certain countries. Please get in touch to discuss your requirements as a retailer.
    - Price is example for 12 X Shades of Denim - Or we can discuss a larger order
    - 50% off retail.
    - With polarized Zeiss lenses
    - With hard cases
    - Handcrafted in Cornwall, UK
    - You will choose your frame shapes and denim colours in a survey once the campaign ends

    Includes:
    • 12× Shades of Denim
    Less
    Estimated delivery
    Ships to Anywhere in the world
    0 backers
    £
    About $1,513

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  10. All gone!
  11. Reward no longer available

    Pledge £130 or more About $169

    Shades of Denim - Early Bird

    - 1 x Shades of Denim
    - Early bird Price - Available until midnight on Wednesday 16th October
    - Over 30% off retail
    - With polarized Zeiss lenses
    - With hard case
    - Handcrafted in Cornwall, UK -
    - You will choose your frame shape and denim colour in a survey once the campaign ends
    - If you want prescription lenses, choose the reward called 'Frame Only'

    Includes:
    • Shades of Denim
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Reward no longer available 113 backers
    £
    About $169

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  12. Reward no longer available

    Pledge £130 or more About $169

    Frame Only (For Prescription)

    - This reward is for people who want their optician to fit prescription lenses
    - 1 x Shades of Denim with "dummy" lenses. (NOT Zeiss lenses)
    - 25% off retail
    - With polarized Zeiss lenses
    - With hard case
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends

    Includes:
    • Shades of Denim - Frame Only
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Reward no longer available 1 backer
    £
    About $169

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    It's a way to bring creative projects to life.

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  13. Reward no longer available

    Pledge £165 or more About $214

    Shades of Denim Xmas Gift

    - Give as a gift for Christmas
    - 1 X Shades of Denim delivered in time for Christmas
    - Over 10% off retail
    - Limited to 30 pairs
    - With polarized Zeiss lenses
    - Handcrafted in Cornwall, UK
    - You will choose your frame shape and denim colour in a survey once the campaign ends

    Includes:
    • Shades of Denim
    Less
    Estimated delivery
    Ships to Anywhere in the world
    Reward no longer available 34 backers
    £
    About $214

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    It's a way to bring creative projects to life.

    Learn more about accountability.