Eyewear Fashion: Key Findings
Yes, glasses are a necessity for many. But they also reflect personal style and signal cultural expression.
We know what you're thinking. Eyewear as "cultural expression" might sound like a stretch, but the numbers say otherwise.
According to The Business Research Company, the global eyewear market is projected to grow from $158.5 billion in 2024 to $173.9 billion in 2025, a nearly 10% jump in just one year.
That trend helped set the stage for a new collaboration between GlassesUSA.com, a leading online eyewear retailer, and surfwear brand O’Neill.
The two brands partnered to relaunch the 'Harwood 2.0,' a fan-favorite frame refreshed with clear styling and eco-friendly materials.
“The collaboration came together organically. GlassesUSA.com saw an opportunity to respond directly to customer demand by bringing back a proven favorite in a refreshed edition,” says Arie Tom, CMO at GlassesUSA.com.
In this DesignRush interview, Tom shares how GlassesUSA.com and O’Neill relaunched the Harwood 2.0 and how data and culture can breathe new life into a proven classic.
Who is Tom Arie?
Arie Tom is the chief marketing officer at GlassesUSA.com, where he leads marketing through a mix of data, creativity, and customer insight. Before joining the eyewear leader, he worked at Google, building expertise in how people search, shop, and connect online.
At GlassesUSA.com, he applies that background to shape collaborations and product launches that tie consumer demand to design and storytelling.
Anchor Collaborations in Proven Consumer Demand
When a product already has a strong fan base, relaunching it can often do more than launching something entirely new.
“The original O’Neill Harwood had already proven itself as one of our strongest-performing frames, selling out quickly when first introduced on our website,” Tom explains.
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That success signaled that customers wanted a style that balanced surf-inspired aesthetics with everyday wearability.
Pairing that proven demand with the clear-frame trend set the stage for Harwood 2.0.
Tie Design to Cultural Relevance
Products resonate most when they feel like they come from the culture they represent.
For Harwood 2.0, that meant blending surf-inspired roots with everyday wear.
“With Inspecs producing O’Neill eyewear, and O’Neill’s California heritage and deep ties to surf culture, the Harwood 2.0 was relaunched in a way that felt both trend-forward and true to the brand’s DNA,” Tom says.
The frame tapped into O’Neill’s coastal identity while delivering a clear-frame style versatile enough for daily life: authentic to the brand, but easy for anyone to wear.
Elevate Storytelling With Data and Values
A good launch story grounds a product in both trends and values.
“The strongest message was that this was not just another relaunch. It was the return of a best-seller, reinvented with a modern twist,” Tom says.
By framing Harwood 2.0 as “born on the coast and reimagined for today,” the campaign tied O’Neill’s surf heritage to consumer demand for clear frames.
The use of bamboo temples gave customers a reason to connect beyond style, tapping into the growing desire for sustainable choices.
Align Teams Early to Prevent Fragmentation
The earlier teams collaborate, the more cohesive the final story becomes.
“Cross-functional alignment was key. We worked in parallel on design, messaging, and rollout, ensuring that product photography, copywriting, and press outreach were all consistent,” Tom notes.
That early integration meant Harwood 2.0 looked and felt unified across every channel.
Define KPIs Beyond Sales for Long-Term Brand Equity
Sales show how a product performs now, but cultural impact determines how long it stays relevant.
“We also learned the value of defining KPIs beyond sales: media coverage around trends and sustainability helped both brands lead the cultural conversation while driving results,” Tom shares.
By measuring impact beyond revenue, GlassesUSA.com reinforced both brand equity and long-term cultural resonance.
Scale Impact by Carrying Lessons Forward
Every collaboration brings lessons that can make the next one stronger.
“One key learning is the importance of grounding collaborations in data-driven consumer demand,” Tom says. “Future collabs will continue to focus on products and trends backed by clear traction, rather than forcing a fit.”
That same approach was on display in the recent GlassesUSA.com x Great Reno Balloon Race Collection.
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“This limited-edition collaboration reflects the enchanting energy of The Great Reno Balloon Race.
With bold colors, distinctive shapes, and whimsical balloon details, these frames invite you to rise above the ordinary with fearless flair.”
By linking eyewear to cultural moments, GlassesUSA.com shows how fashion, function, and storytelling can come together in ways customers remember.
Data and Culture Keep Classics Fresh
The Harwood 2.0 proves you don’t always need to reinvent the wheel to make an impact.
Sometimes the smartest move is bringing back what people already love, just with the right updates.
Listening to customers, spotting trends early, and leaning into O’Neill’s surf heritage allowed GlassesUSA.com to show how a relaunch can feel fresh and culturally relevant.
With data, storytelling, and sustainability working together, the result wasn’t just another pair of glasses. It was a frame that connected with people in a way that lasts.
GlassesUSA.com Relaunch FAQs
Why did GlassesUSA.com bring back the Harwood 2.0?
Because the original Harwood was a hit. Relaunching it gave customers a proven favorite, refreshed with today’s clear-frame trend.
What makes the Harwood 2.0 stand out?
It balances O’Neill’s California surf heritage with a clean, versatile design that works just as well for everyday wear.
Is sustainability part of the design?
Yes. The frame features bamboo temples, giving customers a more eco-friendly choice without losing style.
What did the team learn from this collaboration?
That the strongest launches are backed by data and culture. Sales matter, but media impact and cultural relevance build long-term value.
How does this fit with other GlassesUSA.com collabs?
The same approach shaped the Great Reno Balloon Race Collection, where bold designs tied to a cultural moment sparked buzz and strong customer engagement.
