2024 · Drops · Eyewear
Eyewear, Drop 1
How the first Fifty Karats eyewear went from an underwater teaser in September 2024 to almost sold out in December.
Fifty Karats made clothes for ten years before it made a pair of glasses. The first eyewear drop was announced under water.
September: the teaser
On 24 September 2024 four pictures went up. A face behind glass and water, light running down it, a chain, and a pair of frames. One line: for those who see the world differently. Limited supply.
When you move like money the future follows.
November: the showroom
On 16 November the frames were shown in person for the first time, at a private release event at the Fifty Karats Showroom in Miami. RSVP only.
The films
Two short films carried the launch. “Built to turn heads” introduced the line on 28 November. A week later the Blackjack Edition arrived for Art Basel week in Miami, on a roulette table.
And one more, from early November: feels like fast money.
December: almost gone
By 9 December, drop 1 was almost sold out. The Conductor and the Blackjack came back in 2025.
Photos and films: Fifty Karats
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