As previously reported, New Eye London was founded in London in 2011 to produce sophisticated eyewear designed by Ron Arad, with an original brand name: pq – the two letters side by side produce the outline of a pair of glasses. The materials used include a type of acetate produced in Japan, nylon produced in London, and an acetate and metal alloy made in France. The first models were showcased at Mido 2012. There is a handmade version that retails at €1,200 a pair and a machine-made version at €450. The glasses are currently distributed through exclusive agents in Italy, Turkey, Germany, the Benelux countries, Japan, Brazil, the U.S. and Canada.

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