Multi-brand eyewear distributor Proper Goods has welcomed Californian performance eyewear brand District Vision to its stable of independent brands. Proper Goods will manage marketing and sales strategies for both the Australian and New Zealand markets, effective immediately.
“We’re thrilled to partner with one of the world’s most progressive and category disruptive brands to further our position as the premier independent eyewear portfolio in Australian and New Zealand,” said Proper Goods CEO, Ben Walters. District Vision researches and develops tools for “mindful athletes”, creating products that are function-first and performance enhancing. The brand was founded on the belief of a holistic approach to athleticism and the idea that mental wellbeing is the foundation of every form of physical exercise.
District Vision’s propriety lens systems, soon to offer prescription factory fits, provide athletes with hydrophobic properties, wicking away sweat, fog and the elements, and placing focus on the reduction of eye-strain to ensure all available focus on performance.
District Vision sits perfectly within our established Proper Goods atmosphere as a premium disruptor in a stagnant marketplace
“District Vision sits perfectly within our established Proper Goods atmosphere as a premium disruptor in a stagnant marketplace monopolised by licensed, vertical product lines. Crafted entirely in Japan from the highest-quality materials, District Vision is the first and only sportswear product to come from the Nakanishi family-owned factories in Sabae,” added Mr Walters.
District Vision’s first experiment was in 2014 when testing sports eyewear technology with a group of downtown runners. Combining real-life feedback with Japanese engineering, the Keiichi running sunglass system was born – a propriety solution for athletes handmade in Japan.
Proper Goods will launch the new-to-market brand by introducing the forthcoming Autumn-Winter 2023 collection to select fashion doors and premium optical retailers during its upcoming selling cycle in January-February 2024.
District Vision joins Proper Goods established portfolio of luxury eyewear brands, including independent French designer Ahlem, French fashion house Balmain, Venice Beach-inspired celebrity favourite Garrett Leight California Optical, Italian stalwart brand L.G.R, New York City heritage brand Moscot, Larry Leight’s personal discipline Mr. Leight, Berlin-born design innovator Mykita and Maison Valentino.