London: The American brand Renauld, famous for its sunglasses worn by Hollywood legends, is experiencing a revival under Gareth Llewelyn’s ownership. The brand fuses nostalgia with modern technology, embedding celebrity memorabilia into its designs and appealing to contemporary consumers through storytelling and limited-edition collections.
Renauld, the American sunglasses brand that rose to prominence in the 1960s, has experienced a significant revival under the ownership of Gareth Llewelyn, who purchased the brand in 2019. Known for their distinctive wraparound shapes and glamorous association with Hollywood icons, Renaulds were famously featured in films such as “The Italian Job” and worn by stars including Steve McQueen, Elvis Presley, and Elizabeth Taylor.
Llewelyn’s fascination with Renauld began in childhood, particularly ignited by the iconic Lamborghini Miura chase scenes in “The Italian Job,” where the sunglasses played a pivotal role in delivering the film’s stylish aesthetic. With a personal collection of 150 vintage pairs, Llewelyn set out to reinvent Renauld, focusing on tracing its storied past while enhancing the contemporary appeal of the sunglasses.
In a move aimed at authenticity and narrative depth, Llewelyn has embedded various nostalgic elements into the sunglasses. He introduced what Renauld refers to as the “keepsake marque”, incorporating authenticated memorabilia from celebrities’ estates into the product design. For example, Renauld’s sunglasses inspired by McQueen now feature an authenticated fragment of his Porsche 917 race number embedded within the frame.
The brand has also created a special line to honour James Dean, which includes reimagined sunglasses with pieces from the actor’s racing pit suit encased in the lenses. Llewelyn stated, “I wanted an emotional connection to Elvis’s DNA, so when you put the glasses on, you’re pretty much wearing a part of Elvis,” referring to the Elvis styles, which contain shredded fabric from the singer’s shirts. These inventive designs are complemented by tangled technology, including NFC chips that allow owners to access a dedicated media platform for additional storytelling.
Speaking to Women’s Wear Daily, Llewelyn explained the concept behind these innovations: “We sell stories, we do not sell sunglasses.” He elaborated that a video documenting the process of cutting the Elvis shirts was developed to provide proof of the sunglasses’ origins, a relevant concern amid rising counterfeit products in the market.
The revival of Renauld coincides with a recent celebrity resurgence, with figures like Brad Pitt and Kendall Jenner sporting the brand’s sunglasses in prominent media appearances. Dolly Parton donned a pair of Renauld Sixty-One sunglasses adorned with 24-karat yellow gold at a party in 2022. Renauld sunglasses are available for purchase online and in select optical retailers, with prices ranging from $700 to $1,800.
Manufactured as limited-edition collections in Italy’s Veneto region, Renauld currently offers ten styles and produces up to 3,000 pairs annually. Llewelyn aims to extend the brand’s presence further through planned pop-up galleries in major cities, including Palm Springs, New York, Dubai, Sydney, and London, where the rich history of Renauld will be both celebrated and explored.
Additionally, Llewelyn’s previous invention, ValueBond, which serves as a digital hallmark for product verification and provenance, is integrated into Renauld’s sunglasses. He envisions a future where high-end brands can leverage such technology to authenticate their products, potentially transforming the luxury fashion landscape.
These advancements, paired with a nostalgic appeal, position Renauld as a unique player in the eyewear market, bridging the gap between past glamour and future innovation.
Source: Noah Wire Services
