DEEP OPTICS introduce 32°N sunglasses: an award-winning new sun product using adaptive optics technology
- By Editorial Team
- June 18, 2024
Yariv Haddad, Co-Founder/CEO spoke to 20/20 Europe about the launch and plans for introducing the product in Europe
Q: DEEP OPTICS is breaking new ground in the world of optics. Please describe the concept and the technology behind 32°N sunglasses.
A: The concept of the 32°N sunglasses revolve around adaptive optics technology—where the glasses adapt to the user instead of the user adapting to the glasses. These sunglasses allow users to switch between Plano sunglasses and reading sunglasses with a simple swipe on the temple. This addresses presbyopia, a common vision problem among individuals over 45, providing a seamless solution for adjusting focus without changing glasses.
The 32°N sunglasses are the first of their kind, incorporating patented liquid crystal technology that adjusts focus between 0 and +2.5 dioptres. Reading prescriptions can be set at any time through the glasses app. This eliminates the need for separate pairs of glasses, providing a versatile and convenient solution for those with presbyopia.
Q: When was the company first founded and how have you achieved investment for the development of the technology?
A: Deep Optics was founded in 2011 by me, Yariv Haddad, alongside CTO Yoav Yadin and serial entrepreneur, Saar Wilf. Our initial aim was to create active-focus glasses for 3D TVs, hoping to enhance the immersive experience and reduce common side effects like eye strain and nausea. However, we soon realized that this technology had broader potential in the vision correction market, especially for people over 45 who have difficulty focusing on close distances.
Our new focus was to develop tuneable lenses using Liquid Crystal technology, providing a flexible and intuitive solution for those who need glasses for various distances. To achieve this, we worked with leading LCD manufacturers in Asia and achieved our proof of concept by 2015 and further developing the technology, since.
In 2021, we launched our flagship product, the 32°N adaptive sunglasses. These sunglasses allow users to switch between regular and reading modes with a simple touch on the temple. Through Kickstarter, we crowdfunded over $300,000 and sold more than 1,200 pairs.
Our 32°N sunglasses have since gained notable recognition, earning accolades such as TIME’s Best Inventions and the Dezeen Design Award.
Q: The sun product was launched for the first time at Vision Expo in New York. What has been the reaction?
A: The reaction to the 32°N at Vision Expo in New York was very positive. Our team conducted live demos, showcasing the technology behind the 32°N sunglasses. Industry professionals and opticians from around the world were able to engage and to experience the adaptive focus capability and appreciated the novel approach to eyewear. The enthusiastic response has opened doors for future collaborations. These partnerships will likely include retail locations where customers can try the 32°N sunglasses, providing a hands-on experience that demonstrates the value and uniqueness of our product.
Q: What is your plan for roll out in Europe? What are you hoping for in terms of distribution across the European region?
A: We initially launched the 32°N sunglasses in the U.S. and plan to expand across Europe in 2025. The strong interest from European backers during our Kickstarter campaign indicates good potential in the region.
Q: Would you expect the product to retail through optical chains and independent opticians’ stores? Please explain.
A: Our launch of the second generation of glasses at Vision Expo East in March has set the stage for our retail plans in 2024. We aim to start selling 32°N glasses in U.S. optical stores during the second and third quarters. We’re currently setting the foundations with a few independent boutique opticians in the U.S., with plans to expand to additional stores as the year progresses.
Q: Is there potential for further development, and can you comment on that at this stage?
A: Our team is already working on our next products. We plan to make the 32°N sunglasses available for people requiring far vision correction (prescription glasses) as our next milestone.
Next, we’re working on exciting new features, such as automatic activation of the reading function. The first version of this feature was demonstrated at Vision Expo, with the glasses switching automatically in and out of reading mode when the user looks at their phone. The glasses will activate automatically and apply different optical powers depending on how close the phone is to the user.
An even more advanced implementation of this approach is being developed in our labs now, utilizing embedded eye trackers in the glasses. The glasses can detect when the user is looking at a close distance, so this automatic lens operation can work not only when looking at the phone but also with any close object.
Q: What are your hopes and ambitions for DEEP OPTICS in the next year to five years?
A: In the coming years, we hope to expand our reach by connecting with a broader audience beyond early adopters. We’ll continue to take inspiration from our users, using their feedback to refine our products and ensure we meet their needs. Our aim is to play a role in shaping the future of vision correction through adaptive optics, contributing to a new standard in eyewear. We believe adaptive optics can make a difference in the way people approach vision correction, and we’re excited to see how it evolves.
