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ISAWITFIRST launches BadHero sunglasses to feature on Love Island 2021

Tom Bottomley
25 June 2021

To coincide with the launch of the latest Love Island show on ITV2 on Monday 28 June, ISAWITFIRST has launched a new sunglasses brand, BadHero.

Available to the public from today, the ‘Love Island Drop’ features 114 designs that were curated by the show’s stylist in collaboration with other members of the production team.

Love Island is returning for its seventh season and, as the official fashion and sunglasses partner, ISAWITFIRST will be supplying BadHero shades to the islanders as they go about their on-screen romances.

Natalie Jordan, Buyer at ISAWFIRST, said: “We’re excited to be back as a Love Island partner this year, with a very special element that we’ve never done before – new BadHero sunglasses that will be supplied to the islanders during their stay. There will be regular drops throughout the series and we hope the range will get people talking just as much as about all the drama in the 2021 show.”

Jason Spencer, Business Development Director at ITV, commented: “We look forward to working together to make BadHero a big name for our Love Island viewers.”


BadHero is based in Manchester and was co-founded by sister double act Clare and Katie Smith who have more than 25 years of experience in the fashion industry. They took inspiration and expertise from Shafiq Haji, a qualified dispensing optician with more than 30 years in the optics industry, who is also the concept lead and brand ambassador.

Haji said: “There’s a revolution coming. Too often eyewear is an afterthought, but that’s about to change. Through high quality, unique designs and competitive price points, BadHero is aiming to encourage its customers to play around with multiple pairs of sunglasses, experimenting with styles that complement their outfit or reflect how they feel that day.

“We’re thrilled to bring the brand to the market and can’t wait to finally make it cool to wear colours. When it comes to outfits, people are always asking themselves: ‘What footwear?’ ‘What bottoms?’ ‘What top?’ ‘What jacket?' Now, with BadHero, the question will be 'What glasses?’”

Backed by a national TV and digital billboard advertising campaign, as well as the Love Island collection BadHero will launch its additional ‘Core’ and ‘NightFades’ collections on Friday 2 July.

The Love Island and Core collections feature full spectrum polarisation – a technology that cuts out dazzle and glare in all directions.

As well as boasting polarised lenses, there is also a full range of lenses and tints available in a mood-boosting colour palette, contrasted with trendy acetate frames in a wide spectrum of shapes. The styles come in unisex designs, as well as male and female specific.

Designed to be worn at night, the NightFades feature a range of eight styles with transparent frames and five tinted lenses including pink, blue, orange, lilac and yellow.

With sustainability in mind, customers who get tired of their sunglasses can send their old pair back in a pre-paid envelope and receive a 50% discount off a brand-new style of their choice. BadHero will then donate the old pair to charities who provide eyewear to those in need across developing countries.

Full credit is also available against new pair of sunglasses should the original model be lost, damaged or stolen, while the brand will also replace scratched lenses free of charge within 12 months of purchase.

All BadHero sunglasses boast UV400 protection, providing nearly 100% protection from harmful ultraviolet light rays. 

The Love Island drop is launching today with a special offer price of £75 (down from £129 RRP) across the entire collection for the show’s duration, on both the ISAWITFIRST and BadHero websites.

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