was started to solve a simple problem: to be able to offer quality sunglasses that rival any designer brand, at a more affordable price.

It's an objective you've probably heard before from other brands, but we're different, working closely with you, the customer, to create a product and service that makes us hard to beat.

The idea came from Aaron Marino, also known as Alpha M. With over 5 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 challenges he and many of his audience face when it comes to buying the ultimate pair.
Quality First
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. Therefore Aaron always advised to invest in quality, but "quality" often led to hefty price tags. Or it led to well known designer brands offering poorly made sunglasses at a premium price, just because of their logo.

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.
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.