-- Optimax Eyewear Group, a global leader in eyewear innovation and parent company of GlassesUSA.com, has announced the launch of FORK Eyewear, a new sunglasses brand designed for individuals inspired by vibrant nightlife, high creativity, and bold self-expression. The collection seamlessly merges fashion-forward aesthetics with advanced lens technology, suitable for both day and night wear.
Photo Courtesy of FORK Eyewear
FORK Eyewear debuts with a collection of five distinct designs, each available in several light-tint colorways, including blue, green, orange, and gray. The collection emphasizes versatility, featuring unisex frames made from premium materials, including custom acetates, lightweight metals, and high-grade reflective coatings. These bold features allow wearers to experience clear visibility at night without compromising on eye protection during the day.
The introduction of FORK is part of Optimax Eyewear Group’s broader strategy to expand its brand portfolio and strengthen its position in the eyewear market. “FORK is another powerful extension of Optimax’s mission since 2008: to shape the eyewear industry,” says Daniel Rothman, Co-Founder and CEO of Optimax Eyewear Group. We are proud to be customer-centric and always driven by the latest trends, leading the market not only with technology, commerce, and retail innovation, but also with fashion-forward designs developed in-house, all while bringing the best value to our customers worldwide.”
“FORK is a strategic driver for growth,” Eldad Rothman, COO & Co-Founder of Optimax Eyewear Group, said. “Having successfully launched seven other in-house brands under the Optimax umbrella, with over five million pairs sold, we know what it takes to create designs that engage customers and drive real business impact. FORK taps into the potential we identified in club culture.”
FORK’s approach combines cultural awareness with functionality, targeting a new generation of consumers who see eyewear as an extension of their personal identity. Each pair is designed for both club-culture nightlight and daylight use, bridging the gap between after-hours aesthetics and everyday comfort.
Hila Shtram, General Manager of FORK Eyewear and Chief Design Officer at Optimax Eyewear Group, said, “We identified an opportunity within the cultural energy around nightlife and urban style. Through our design and manufacturing capabilities, we have created a collection that blends quality, attitude, and innovation. FORK meets the demand for fashion-forward eyewear that performs in low-light environments while maintaining daytime appeal.”
The launch campaign will roll out across TikTok and Instagram, featuring content creators who reflect the brand’s energy and aesthetic. The launch aligns with the upcoming holiday and New Year’s season, which are key moments for fashion and retail engagement.
FORK sunglasses will be available for purchase on ForkEyewear.com, as well as directly through TikTok Shop and Instagram Shop.
About Optimax Eyewear Group
Founded in 2008, Optimax Eyewear Group is a multinational eyewear company specializing in retail innovation, lens technology, and fashion design. The company’s portfolio includes direct-to-consumer pioneers such as GlassesUSA.com and health-focused ventures like United Vision Plan (UVP). With in-house design studios and advanced manufacturing capabilities, Optimax Eyewear Group creates accessible, trend-conscious eyewear for customers worldwide. Its mission is to shape the future of vision through innovation, quality, and style.
Contact Info:
Name: Optimax Eyewear Sales Team
Email: Send Email
Organization: Optimax Eyewear Group
Address: Atlanta, Georgia, US, 30303
Website: https://www.optimaxeyewear.com/
Release ID: 89175194
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