Cubitts launches data driven new frame collections that fit 90% of face shapes

British spectacle maker Cubitts has launched three new frame collections that support unique facial characteristics while also being crafted to fit a range of facial features.

Utilising an in-depth pool of data generated by Cubitts’ in-store face scanning app, 90% of faces will fit at least five of the frames.

Designed as an antidote to the reductive approach of high street opticians, many of whom offer just one standardised size of frame, the launch of a total of 10 new frames celebrates different face shapes and is supported by a short-film entitled ‘Gloriously Awkward’.

Celebrating the “un-average”, the range comes as part of Cubitts’ commitment to making the eyewear industry more inclusive, and includes frames designed for those with a ‘Low Crest’, a ‘Narrow Bridge’, as well as four new ‘Combination’ frames with custom nose pads for comfort and support.

Cubitts Founder Tom Broughton, said: “For too long, the spectacles industry has been designed around what's easiest for the industry and not for what's right for the wearer. Nowhere is this clearer than with sizing. The human head is a remarkable feat of engineering; each beautiful and unique.

“Despite this, most frames come in only one size. Condensing all that nuance, beauty, difference into a single size. But one size fits none. Our campaign celebrates the heterogeneity of the human head. A range of spectacle frames for all faces – sizes, shapes, and souls.”

In support of the launch, Cubitts has also collaborated with illustrator David Bailey to create a series of intricate illustrations that will appear in 13 Cubitts store windows around the UK.

The new collection was developed using facial analysis from over 4,000 participants to “better understand the quirks and eccentricities that make each of us different”. Those insights became the foundation for the new, inclusive designs.

Cubitts’ in-store scanning technology was unveiled last year by a team of developers, ophthalmic opticians and frame makers, which creates a 3D model of people’s faces across 18 different points.

Listen to TheIndustry.fashion's podcast with Cubitts Founder, Tom Broughton.