Sunday Somewhere

Global cult eyewear label SUNDAY SOMEWHERE is set to release an exclusive collection, a debut collaboration with Internationally acclaimed contemporary menswear brand, INSTED WE SMILE.

With 10 years of friendship in their back pocket, the two creative powerhouses took on a complete collaborative approach to conceptualise into the collection their shared vision – luxury meets surf.

Luke surfed the world professionally for over ten years and peaked at number ten on the world rankings. In 2012 he launched his clothing label, Insted We Smile (IWS). Fusing their brand identities, the collection is aptly named “Let’s do it on a Sunday Insted”.

The first part of the collaboration sees Luke Stedmen of Insted We Smile inject his enviable style into a set of two unisex frames, one affectionately named after his son Spike. “Luke’s style is so considered” says SUNDAY SOMEWHERE’s Creative Director, Dave Allison.

“When it came to breathing life to his vision it was clear the impact had to be in the details.” Each frame is characterised by the array of acetates paired back against reflective lenses, metal inlay and matte finishes, with both styles available in three different combinations.

“Collaborating with someone who I know embodies the Insted We Smile mantra, that’s pretty unique, Dave and I are just on the same page.” Says Founder, Luke Stedman. The collaboration continues later in July with the launch of an exclusive apparel collection which will feature board shorts, T-shirt and dress shirts again embracing the personality and style of both brands.

The SPIKE and KAI frames are available now.

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