-- Optimax Eyewear Group, the global eyewear parent company behind GlassesUSA.com, announces the official launch of FORK Eyewear, a new sunglasses brand designed for nightlife enthusiasts and inspired by global club culture. The impressive debut collection combines style, comfort, and visibility—offering a new experience for individuals who embrace fashion as part of their nightlife identity.
Photo Courtesy of FORK Eyewear
FORK Eyewear introduces five distinct sunglasses designs, available in a variety of light-tint options, including blue, orange, green, and gray. The glasses are designed to enhance visibility in dimly lit environments, all the while maintaining a modern and expressive look. The glasses are also made using high-grade acetates and lightweight metals, integrating advanced reflective coatings that reduce glare and provide a comfortable experience.
The collection reflects a growing consumer demand for eyewear that blends lifestyle, culture, and self-expression. FORK’s concept is rooted in the evolution of nightlife fashion—merging the energy of streetwear with the distinct edge of club aesthetics. Its sleek silhouettes and tinted lenses are designed for festival-goers, DJs, and club enthusiasts who want eyewear that transitions effortlessly from day to night.
Hila Shtram, the General Manager of FORK Eyewear and Chief Design Officer at Optimax Eyewear Group, said, “Nightlife is more than a social activity; it’s a form of self-expression. With FORK, we’ve developed sunglasses that balance technical precision with distinct fashion value, bringing something unique to consumers who live and breathe design and music culture.”
The introduction of FORK represents a strategic milestone in Optimax Eyewear Group’s growth. The company’s established expertise in online retail, vision care, and product development set the foundation for this successful expansion into the fashion-driven sunglasses market. Since its founding, Optimax has built a portfolio of brands that merge innovation, technology, and design excellence, each serving a different segment of the global eyewear community.
Daniel Rothman, Co-Founder and CEO of Optimax Eyewear Group, said, “The launch of FORK reinforces our long-term vision to shape the future of eyewear through bold innovation and diverse product offerings. As a company, we are constantly exploring new markets and cultural trends that redefine consumer expectations. FORK is an exciting expression of that pursuit—uniting high-quality craftsmanship with lifestyle relevance.”
“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.”
The new FORK collection launches ahead of the international holiday and New Year’s Eve season, catering to a key period for fashion and vibrant nightlife culture. The brand will also introduce limited-edition color variations and accessories later this year to complement its core product line.
FORK marks Optimax’s latest addition to its ever-growing, diversified brand portfolio, which includes GlassesUSA.com, United Vision Plan (UVP), and Unica Eyewear. This expansion demonstrates Optimax’s commitment to developing products that connect with emerging audiences while maintaining its focus on innovation, accessibility, and design.
The launch campaign will roll out across TikTok and Instagram, utilizing short-form video content and influencer partnerships to showcase the brand’s creative direction. Each element of the campaign is crafted to connect with younger, trend-aware audiences who value quality design and individuality.
Customers can now shop the full collection directly at ForkEyewear.com, through TikTok Shop, or via Instagram Shop.
About Optimax Eyewear Group
Founded in 2008, Optimax Eyewear Group is a global company transforming the eyewear industry through technology, design, and customer-centric innovation. Its subsidiaries include GlassesUSA.com and United Vision Plan (UVP). Optimax’s brand portfolio also features Unica Eyewear and FORK, expanding its reach across multiple lifestyle and demographic segments. Headquartered in New York, Optimax Eyewear Group continues to redefine the consumer eyewear experience through a combination of advanced production, digital innovation, and trend-driven design.
Contact Info:
Name: Optimax Eyewear Sales Team
Email: Send Email
Organization: Optimax Eyewear Group
Website: https://www.optimaxeyewear.com/
Release ID: 89175195
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