Jim Jannard’s eyewear brand M-Experiment on Monday released new colorways of its Jigawatt sunglass style in a move underscoring the founder’s expertise in rapidly scaling within the category.
The drop is the latest from M-Experiment as it builds intrigue among a loyal following from Jannard’s time at Oakley and Red Digital.
The Jigawatt starts at $140 and runs up to $185 for a polarized version. Monday’s release included colors such as brick red, a neutral chocolate and sky blue.
The style is one of four in the current M-Experiment lineup, which also includes Business, Pleasure and Gigawatt.
Much like the rest of Jannard’s resume, M-Experiment reads high tech and well-considered designs.
The styles are rooted in the company’s M9M technology. That’s born out in a meticulous lens design, which considers everything from lens geometry to “eye fencing” materials that block out UV rays.
“Some are fine resting on their history. We’re not,” the company said on its website. “We took a legacy of optical superiority back in the lab to redefine the possibilities. The results are the most precise lens design and coating enhancements creating a superior visual experience based on clarity and performance.”
Not His First Rodeo
M-Experiment appeared to come out of nowhere about a year ago, although the technology behind the frames would indicate the concept from Jannard and son Jamin was simmering for some time.
Jannard, a serial entrepreneur, has a knack for building global brands and businesses.
That began with Oakley, which first began with Jannard selling motorcycle hand grips before moving on to goggles and then eyewear. Oakley rapidly grew until Luxottica, now EssilorLuxottica, paid $2.1 billion for the business in 2007. Oakley’s now part of a portfolio of eyewear brands and retailers that includes LensCrafters, Sunglass Hut, Ray-Ban and Oliver Peoples.
Jannard went on to start Red Digital in 2005 and ended up turning Hollywood on its head with the introduction of a digital camera on par with 35-millimeter film quality. Five years later, Red bought the Ren-Mar Studios, once home to Desilu Productions. It continued to boost its resume of titles shot on Red: “The Girl with the Dragon Tattoo,” “The Hobbit,” “The Great Gatsby,” “Guardians of the Galaxy Vol. 2.” Most recently, Nikon Corp. closed on its $87 million purchase of Red in the spring.
The entrepreneur appeared to have semi-retired when he stepped down as president in 2013 from Red Digital.
He didn’t stay still for long.
M-Experiment is billed as a project “just for fun.” However, the infrastructure of multiple eyewear styles and complementary categories in apparel and headwear suggests something more ambitious.
Action Sports Industry Shakeup
M-Experiment’s also been seen on a number of athletes, including surfers John John Florence and Jordy Smith, motorsports racer Connor Zilisch and cyclist Jackson Goldstone.
The athlete placements root M-Experiment in the same action sports industry as Oakley. It stands to gain plenty of share and shake up an industry dotted with fashion brands and conglomerates: I-Sea on the value end of the spectrum and the likes of Smith Optics and Costa (the latter of which shares a parent with Oakley) in the mid- to high-end.
Next steps for M-Experiment and its potential remain to be seen, but it’s building up to be something more than a hobby project by a billionaire and his son.
“This is the beginning of the experiment,” the company’s site said. “There are many designs in the works that range from mild to Mars. No timetables…released when ready.”
Be First to Comment