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“Empowering vision, igniting change.” That is the essence of THE AVANTGUARD, a pioneering eyewear brand on a mission to make a change in the world of fashion. Led by visionary CEO Faiza Seth, they believe that eyewear is not just an accessory but a powerful statement of self and purpose.
Faiza was a young gun, at the age of 21 co-founding a global supply chain management conglomerate managing the supply chain of major retailers and brands around the world in various consumer goods including apparel, home and beauty products. Since then she has co-founded an international apparel manufacturing and trading business as well as an architectural and interior design company specialising in creating bespoke luxury real estate & luxury turnkey interior design.
Faiza founded Soham For Kids in 2010 and supports Great Ormond Street Hospital Children’s Charity and Kings College Hospital Charity. Faiza started THE AVANTGUARD after she was diagnosed with the beginnings of a cataract.
When an ophthalmologist gave Faiza the diagnosis, she was shocked. She loved wearing designer sunglasses but soon found out that those lenses were not offering her eyes adequate protection. It’s for this very reason THE AVANTGUARD uses premium lenses which offer UV400 and blue light protection. Faiza’s ophthalmologist advised her that she always needs to wear sunglasses, even on a cloudy day, to ensure that the cataract doesn’t worsen, which was the beginning of Faiza’s passion for sunglasses, alas THE AVANTGUARD was born.
Her vision is to create a beautiful, sustainable, fashionable yet accessible eyewear brand that does good for the planet.
The products are handcrafted with care in Japan, using the finest and most innovative materials available to them, plus eco-friendly packaging. They are proud to offer limited micro-batch collections, showcasing their commitment to sustainability and reducing their carbon footprint.
Their latest collection includes the D-frame style, named as it resembles a capital letter ‘D’ flipped on its side. It is a timeless classic for both men and women. Narrow enough that it showcases the browline, the D-frame for women has been interpretated in a whole new way; look for an exaggerated, oversized shape with a flat top. Whether you opt for the old or newly invented classic, a D-frame is an eyewear essential that will serve you all year long.
For more information or to browse through the collections please visit theavantguard.com
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