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Why ENEMY?

was started to transform the sunglass industry: Offering high quality sunglasses that rival any designer brand, at a more affordable price.

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.

unrivalled in quality, unrivalled in price
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 knew the sunglass industry was flawed.

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.

After researching the sunglasses industry Aaron discovered only a handful of companies own the vast majority of sunglass brands we buy, wear and love - but this lack of competition meant there wasn't any way to drive prices down. They could charge whatever price they wish.

Aaron saw a gap in the market, to be able to rival any designer sunglasses brand in terms of quality and style, but offering them at a far more affordable price by selling direct to the 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). This was a complete process, 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.
Details
2020 Vision

The 'ENEMY' Lens

A good pair of sunglasses starts with a high quality lens, and it’s hard to rival our Zeiss optics lens. Synonymous with innovation and supreme technology, you’ll be able to see the difference on your first wear (literally). 100% UV protection is standard for all of our sunglasses as well, keeping your eyes healthy and protecting you from UVA and UVB radiation. Never accept anything less.

Style & Function

Built For Battle

Built for function and crafted for fashion, our materials make all the difference. Ever bought a pair of sunglasses and very quickly, they’ve bent out of shape or broken? You won’t have that problem with ENEMY, with all of our sunglasses boasting spring-loaded hinges for ultimate flexibility. Every pair is also manufactured using Mazzucchelli 1849 acetate , which is a high-quality, beautifully glossy and transparent material which offers just the right amount of bend. You’ll have 100% confidence wearing your ENEMY sunglasses wherever you take them.

Here To Help

Identify your enemy

We know the challenges you face buying sunglasses online. What style suits you? How do you know if they’ll fit? Well we keep things simple, producing styles that are timeless but also offering an ENEMY for any face shape. Product aside, we also work with you to make sure you’re happy with your order. Offering a flexible return policy that allows you to easily buy, try and return (if needed), but also offering a 1 on 1 service where we give you personal advice on what style and size to choose.