Wooden shades, are they good enough?

August 18, 2017

A Few years ago you maybe see someone wearing wooden shades and think, “this girl/guy is nuts!”, but today, they are a real thing, is getting stronger and stronger every day, and is was made from a little faded dream of two guys. The brand was initially conceived as part of a university project in which they were tasked with creating an “innovative, environmentally friendly product not currently available in South Africa”.Less than a year down the line, however, their idea of creating sartorially savvy, lightweight, wooden-framed sunglasses has proven to be not only possible but—with numerous local retailers clamoring for their attention and international distributors lining and signing up—also highly lucrative.

Under the clever moniker of “Hout Couture”, the initial range of eye-wear, the frames of which are made of recycled bamboo, has grown so much in popularity that Elliot now confesses, with a mixture of pride and exhaustion that “it’s actually come to the point where we are finding it difficult to keep up with demand”.

Said Cameron-Mackintosh: “What is great about the timing of this deal is that it will introduce us to the European market just as its summer hits. It sort of feels as though we are chasing the sun.”

So maybe you need to run and get one of these, because they are hitting hard!