Francesco Ragazzi, founder of Palm Angels, on launching eyewear and brand building worldwide

This week, following in the footsteps of mighty conglomerates like LVMH and Kering, New Guards launched its own eyewear division, spearheaded by Francesco Ragazzi, the creative director and founder of Palm Angels.

The Palm Angels eyewear collection is a very careful launch, debuting with just two frames on May 27. In effect, it is the opening of a new business unit at New Guards, which will develop and produce internally all its eyewear, without any license.

Elaborated in New Guards design workshops and creative hubs, the new Palm Angels shades seem very in synch with the Palm Angels aesthetic. Created in geometric shapes with acetate frame shapes featuring a metallic Palm Angels logo, the two unisex styles are punchy yet polished. To kick off this new division, Palm Angels commissioned a video and photo campaign by David Sims, timed for the launch of the new eyewear on its website and in selected boutiques and opticians globally.

Back in 2014, Ragazzi launched Palm Angels in a novel manner – with a photo essay book on California skaters, boasting a forward by Pharrell Williams. Indeed, he hopes many future collections can debut with book ideas. Since then, Ragazzi has partnered his Palm powerhouse with sports equipment giant Under Armour and hipster hotel group Setai.