Innovative eyewear from New Zealand-born designer Jason Ng
View recent Cassius Eyewear Collections on Australian Fashion Review Blog
With Australia’s over-saturated eyewear market, new-comer Cassius has been a huge success since their first sunglasses collection was launched in 2008 by designer Jason Ng. New-Zealand born Jason trained and studies Fashion Design at home an in Australia, before heading off to London to work in the marketing and PR side of the fashion industry. Following his return to local shores, Jimmy used his experience to set up an agency to curate and showcase the finest in international footwear and apparel, before setting his sights on the eyewear market, launching Cassius.
Soon after the brand’s inception, Cassius were becoming a stand out brand of the eyewear market for the simplicity, individuality and supreme quality. Coveted by celebrities, stylists and fashionistas alike, the eyewear label forgoes high profile advertising campaigns and endorsements, instead choosing to focus on their loyal customers.
Cassius is not just an innovator in the creation of their unique frames – in March of 2012 the brand launched a new iPhone app that allows the user to try on the entire collection with the swipe of the finger. Using the iPhone’s built in front camera, you can easily browse the current range and try the frames directly onto your face – genius.
Forgoing high profile advertising campaigns and celebrity endorsements, Cassius Eyewear remains focussed on its loyal customers – those who have their finger on the pulse and who appreciate simplicity, individuality and essentially quality. However if being coveted by celebrities is not exactly proof a brand has captured the essence of desirability, then it is certainly an indication that Cassius Eyewear has nailed a bankable mix of cool, insouciant wear-ability and on-trend style
As of 2012, the Cassius eyewear brand has went truly global with stockists not only throughout Australia and New Zealand, but also through selected boutiques in South Africa, Egypt, Hong Kong, Japan, Korea, Russia, Europe and America. A full list of stockists can be found on the official Cassius website.
Cassius Eyewear: Design Philosophy and Aesthetic
An understanding of proportion and simplicity are intrinsic design elements in each Cassius Eyewear, which are limited to 300 pairs in every style and colour. A modern extension of a look and attitude from the 1960’s and 70’s, the brand is< inspired by a wide range of influences, such as the Bauhaus movement, the mathematical clarity of a Mondrian painting, the New York photographs of Jamel Shabazz, the exquisite organic geometry of honeycomb, and 20th century systems for scale and architectural proportion.
As founder and Chief Designer of Cassius Jimmy says: “The idea of paying homage to classic silhouettes, whilst redefining it with a modern twist for the 21st century appeals to me. I’m drawn to modernism: clean, linear, timeless design and work that is superfluous of unnecessary decoration. Cassius Eyewear is a reflection of my methodical nature, and the way I see the world and everything in it.”
The focus of each Cassius eyewear collection is the shape and form of the frame, along with belief that the logo should be discreet. The designs are pared back to with sharp, clean lines to create well balanced frames with subtle detailing and tangram-inspired logo. Blurring the lines between masculine and feminine with its largely unisex designs, the unique Cassius aesthetic has won the brand so many celebrity fans that includes, Lady Gaga, The Killers, Duffy, MGMT, Kanye West, Kelis, Tinie Tempah, D’Angelo and Rihanna to name but a few.
Both advanced production techniques and traditional bespoke methods are utilized – each frame is created from premium acetate and metal, and fitted with the highest quality lenses bearing a rating of UV 400, conforming to Australian, European and U.S. Standards.