Arnette is currently a lifestyle eyewear brand focused on the west coast male. Currently Arnette's target audience of the laid back, surfer millennial male guy is shrinking. Sponsored by Luxottica, I was fortunate to work with Industrial Designers and Fashion Designers to redefine the millennial male of the for the new Arnette. Throughout the studio, a new brand, collection, and marketing strategy was developed for the new Arnette.

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The new Arnette is quintessentially Californian and new brand draws from its roots and expands them to encompass the essence of modern California to curate a truly authentic experience inspired by the juxtaposition of nature and technology California so boldly embodies.

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Our vision captures this essence through the careful consideration of every detail in our design and in each aspect of the experience we curate for consumers.