Thursday, August 12, 2010


So you need a new pair of sunglasses. You've had a CHEAPIOSITY Brain Fart and are actually considering buying a pair of Designer Sunglasses for $300-500. Are you crazy? Do you need an intervention? We're here for you.

Don't do it. Here's why:

Sunglasses are (practically all) made by one company, the Italian manufacturer Luxottica–one of the biggest consumer companies that consumers have never heard of. Luxottica makes sunglasses branded Burberry, Chanel, Polo Ralph Lauren, Paul Smith, Stella McCartney, Tiffany, Versace, Vogue, Persol, Miu Miu, Tory Burch, Donna Karan, Dolce & Gabbana, Bulgari, Prada, to name a few. The company also owns Ray Ban, Oliver Peoples, Oakley, and REVO. It manufactures 70% of all sunglasses. And let's not forget to mention that Luxottica also owns LensCrafters, Pearle Vision and Sunglass Hut.

A significant amount of what you pay for Designer Sunglasses is not for the quality of the lens, but the brand name. The mark-up is 50-60%. Ouch.

For about $40, you can get a pair that offers 100% protection against ultra-violet rays. If you spend around $70, you should be able to get decent quality polarizing lenses that cut out glare. Beyond that price point, the medical benefits tail off pretty fast. If you're just chasing status, you're reading the wrong blog.

Drugstore sunglasses work just fine for most people in most circumstances. The main reason people wear sunglasses is to block out (regular) white light; cheaper sunglasses will usually do the job. And they will probably block most UV rays, if not all.

So before you got out and spend ridiculous amounts of money on Designer Sunglasses that you will probably lose, step on, or sit on.....DON'T. Another case where cheaper is every bit as good. You're welcome.

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