Australian sunglass brand Ugly Fish is celebrating 20 years in business, coming a long way from local market stalls to selling more than two million fames in that time.
When Ugly Fish founder Manuch Darabi arrived in Australia from Iran in 1989, he was quick to embrace the outdoor Aussie lifestyle and soon realised there was a gap in the market for affordable sunglasses that also provided glare reduction, vision quality, and durability.
The distinctive Ugly Fish logo, still in use today, was hand-sketched at the kitchen table
“You could get very expensive glasses that most couldn’t afford, or you could get cheap rubbish,” Mr Darabi said.
With his son. Faraz, he set out to fill that gap.
The distinctive Ugly Fish logo, still in use today, was hand-sketched at the kitchen table.
Selling out of the family’s garage in Wollongong, the first polarised lifestyle ranges hit the market in February 2003. Loyal customers quickly followed, won over by lightweight, unbreakable frames, tough polycarbonate polarised lenses, and anti-fog and salt-resistant lens coatings.
The brand is now stocked in thousands of retail stores and optometrists across Australia and New Zealand.
Two decades on, the Darabis are on a mission to ensure ‘Everyone’s Ugly’. Lead by a focus on function and comfort over fashion, successful ranges have been launched to fill needs for women, children, motorbike riders, optical, and safety.
“We back our products. We go above and beyond with compliance to Australian Standards… our customers know they can trust our products. Many have been with us from the beginning, and they come back for their favourite Uglys again and again,” Mr Darabi said.
The business is now looking to the future, with sustainable and recycled materials, and a focus on women’s safety ranges and international expansion.
