Will.i.am
has just revealed his plans to launch a new luxurious eyewear collection. The
rapper and 'The Voice' judge plans to debut a new range of glasses named ill.i
Optics in collaboration with designer George Gorrow. Known for
consistently wearing quirky and unique sunglasses both on and off stage,
Will.i.am's new product move doesn't come as a surprise, and last year he also
leaked that he is interested in expanding his empire further with a line of
trainers. He's also previously worked in collaboration with Levi's to
design jeans from recycled fibers, commenting at the time that he is very
passionate about recycling materials and he believes it has created an
opportunity to turn something worthless in to something new: “We have
landfills and landfills of plastic. In my eyes, it’s new gold.”
Speaking
on his new eyewear design project, Will.i.am commented that he felt something
was missing in the eyewear market and he believes his designs can fill that
gap: "I see a gap in the world of eyewear and this is my installment of
what I feel is missing."
He
added that he hopes his new brand can be thought of as honest as each design
will be created with passion: "I want this to be an honest brand - it's
about dedication and passion." Launching in September with an Autumn
2014 collection, the designs will take their inspiration with the rapper's
early career days and the 1980s hip hop scene. This is not Will.i.am's first
product release - he is also behind the i.am+ foto.sosho camera
accessories line.
