Ready to bring a whole new meaning to “tinted eyewear,” Tens launched a crowdfunding campaign on Indiegogo for its new sunglasses. The product is described as “the real life photo filter”. The lens, which took almost three years to create, features UV400 protection, which will block 100% of harmful rays. It is also made from a CR-39 plastic polymer and the lens is scratch resistant.
The company assures the Tens will hold up to the “rigours” of everyday life and is like no other lens. So far, the company has only one frame style, “The Classic,” that is available in a unisex fit and comes in 4 matte colors. It’s made from a durable, adventure-proof acetate and features a strong 5-tooth hinge.
During a recent interview, Tens co-founder and director Marty Bell stated, “We focused predominantly on the way the bright sunlight was filtered – paying close attention to filling highlight colors with subtle [yellow and oranges], adding saturation in the green and blues, particularly the sky tone. In unison this color boosts the saturation of what the wearer sees whilst blocking out harming rays.”
Mr. Bell, along with other co-founders Tom Welsh and Kris Reid, revealed they drew up their experiences with color grading in photography and film-making to develop the “sense heightening” Tens shades, which are known to “work with the warmth of the sun” rather than blocking out light with desaturated colors.
While discussing why the company launched the campaign, co-founder Mr. Welsh noted, “We didn’t want to launch until the lens was 100pc right, then finally we created the product we always wanted, but the minimum order quantities were too high so we turned to the Internet. It’s a safer way to launch business nowadays. You can test the market to see if they are interested.”
After launching the campaign with the initial goal of £9,000, the funds began to pour in from all around the world. Mr. Welsh explained, “It seems there are thousands of people that want these sunglasses. We launched the campaign last Thursday morning, and now the total stands at over £100k. We set the target low, just to cover bare costs. We thought that if we made 10,000 it would be enough to start a business to fill our spare time, then after the first day we’d made nearly triple of that.
“A couple weeks ago we all moved into a flat together to put our heads into the same space. We set our living room up as an office, and at the moment we all just sit at our desk and look at every so often in disbelief at the total amount of funding. We currently have 2,400 customers and while the funding onslaught will die down eventually, we’ve still got 26 days to go. That’s the challenge: what the hell do we do next? But we’re definitely not taking our foot off the gas now.”
Since launching its campaign, the company has received over £134,00 from more than 3200 backers. Tens is set to close the campaign on June 6th.
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