Weareannu's Iddo Zimmerman relates the story of the brand, since 2019. "It's people who inspire us. We love creativity and get inspired by people who bring that creative energy to their daily lives. That's why we set up our friends of weareannu photo series. It's a fun way to showcase them and us and build a community." "The photo series grew naturally from a simple principle; we don't want to use models. At least not in a fashion sense. Instead, we want to take a closer look at the people we like, who we find inspiring and tell their stories. For us, reality is so much more interesting. And we always felt that glasses are a part of your identity, and that’s as real as it gets, and that's why we want to create honest content and not overly glamourize everything."