Enemy was started to offer the highest-quality pair of sunglasses that rival any designer brand, at a more affordable price. Badass shades that make you look good, and get you compliments without breaking the bank.
Here's an industry secret, only a handful of companies own the vast majority of the sunglass industry. This lack of competition means they can set the price as high as they want. But we're here to change that. Offering high quality sunglasses that rival any premium brand without the high end price tag. Selling direct to you, the consumer, allows us to do just that.
The idea came from Aaron Marino, also known as Alpha M. With over 6 million subscribers on YouTube, he's been helping men unlock their confidence through style, grooming and lifestyle videos since 2009.
Aaron knew that sunglasses are a simple addition to instantly upgrade your appearance, but he also struggled to find a pair of high quality, badass sunglasses that didn't break the bank.
It's easy to pick up a pair of sunglasses that cost $30, but the reality is these sunglasses won't last the summer. You'll be back spending $30 on another pair less than a year later.
Aaron then started investing $300+ on sunglasses thinking that he was getting higher quality, but instead discovered that a higher price tag doesn't always mean premium quality.
Aaron set off to produce high quality sunglasses for under $100, and achieved just that. Using the highest quality materials from premium lenses to high-end acetate for a superior pair of sunglasses, he created ENEMY to sell direct to customer - cutting out all of the additional, unnecessary costs you pay for other brands on the market.
This wasn't about buying sunglasses in bulk, simply putting a logo on them, and charging a premium price (like many brands do). The complete process included sourcing the highest quality materials on the market, finding the best manufacturers and listening to Aaron's audience to create sunglasses that you, the customer wants.
Premium Acetate for a High Quality Finish
for Extra Comfort