Our design process

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How We Design

There's no one way to make a frame.

At Fetch, design is a collaborative process but each person has their own method of moving from inspiration to final product. Take a look at the different approaches that led to three great pairs of glasses.

How we design kristen

Frame: Dash

Kristen Flemington

Drawn From Memory

My training as an artist and photographer help me design in a less restrained and more visceral style.

I find that subtle styles often present the most interesting design challenges. When less is more, less has to be perfect. For months, I had been sketching versions of a thin acetate frame with a keyhole bridge, my ideal literary glasses rendered with a light, modern touch. The key was a soft rectangular shape, it worked on a wide variety of faces and transitioned easily from casual to more buttoned up. 

The crux was proportion. Dash went through several modeling variations to nail down the ideal thickness of the acetate rims (too thick was dated, too thin lacked structure) and several more to achieve a width that works equally well for men and women. My mental image of Dash had always been in transparent colors that referenced the misty landscape of the pacific northwest, so Malt and Mineral were first to make the cut. The sample in Onyx was an instant hit with friends and family and was added by popular demand.

How we design jill

Frame: Jill

Jill Gregory

Working the angles

After going to school to be an architect, and later training to be an optician, my approach to eyewear design is very structural.

My idea was simple; create the frame that I wanted to wear. The process was lengthy as the Jill went through over twenty revisions prior to release. I am a sucker for a bold, geometric frame but with a long narrow face, the rectangular shapes I was drawn to were not doing me any favors. Step one was to dissect the shape. I started with a basic rectangle and carved away parts that did not work. This created the exterior angle of the frame, tapering just enough to work with medium and narrow faces. The brow line started out totally flat but the result was too stern, a slight uplift was eased into the outer edges, instantly friendlier and more flattering. 

The final hurdle was the bridge. I am super picky about frame bridges and have been known to massage designs endlessly to achieve perfection. For this style, the bridge had to be substantial enough to complete the look but not too heavy to overwhelm the wearer. After obsessing over millimeters, color selection was a snap. Classic Tortoise with its great golden undertones, Cadet because everything is better in navy and Fog for its beautiful grey-green shades that work with light and dark complexions. Blush was a surprise addition; the original sample was monochromatic, with the same soft pink color on frame front and temples. The effect was pretty but way too shy. The change to a rich red on the temple added just enough oomph, no more wallflower.

How we design ann

Frame: Pepper

Ann Sacks

Crafting a New Classic

Using timeless design with a modern twist, I focused on crafting durable frames that would survive my tough love approach to glasses.

I have always loved the dramatic, iconic appeal of cat eye frames. But how do you bring such a classic into the present without going retro? I always start this way… what is flattering? Certainly whatever your age, it is flattering for glasses to move cheekbones up rather than weigh them down. Cat eyes have this lift power in spades but many vintage versions close off the eyes behind tiny lenses and feature narrow angles that bisect the face. For Pepper the lenses were scaled to open up the face and the curves at the brow and cheek were designed to be soft and sweeping, not harsh. The crisp vertical lines at the corners provide a clean architectural counterpoint and keep this frame thoroughly modern. 

Next, I focused on materials that would make the style accessible to a wide range of women. I chose to use both bold opaque colors for a strong look and softer transparent shades for a more subtle appearance. The result is a new classic, stylish, adventurous and forward-looking.