Cubitts’ new collection celebrates unique characteristics

Cubitts has released three new frame collections designed to support unique facial characteristics as part of an aim to make the eyewear industry more inclusive. 

The collection of 10 new frames has been designed using a pool of data generated through Cubitts’ in-store scanning app.

Unveiled last year, the scanning technology creates a 3D model of faces using 18 measurements across the face.

Cubitts undertook facial analysis of more than 4000 participants to better understand the “quirks and eccentricities that make each of us different,” with this data then used to form the new eyewear designs.

The new collection includes narrow bridge frames, frames for those with a low crest, and four combination frames with custom nose pads for comfort and support.

The company shared that the new range forms part of its commitment to making the eyewear industry more inclusive. 

Tom Broughton, founder of Cubitts, said: “For too long, the spectacles industry has been designed around what’s easiest for the industry and not what’s right for the wearer.

“Nowhere is this clearer than with sizing. The human head is a remarkable feat of engineering; each beautiful and unique,” Broughton added. “Despite this, most frames come in only one size. But one size fits none.”

“Our campaign celebrates the heterogeneity of the human head. A range of spectacle frames for all faces – sizes, shapes and souls,” he concluded.

To launch the collection, Cubitts has produced a documentary-film, Gloriously Awkward, in partnership with visual production agency, Park Village, to celebrate the nuances that “make each of us unique.”

Cubitts also partnered with illustrator David Bailey, who created a series of illustrations to support the campaign.