Saniha shows up well prepared with a list of brands I hardly know any of. We then have a chat about why that is and it quickly gets clear, that she is really looking for underground brands, which are cutting edge not well known to the mass crowds.
We then agree to talk about Jimmy Fairly a web based reading and sunglasses brand from France.
www.jimmyfairly.com/fr/
Manuel: So tell me about Jimmy Fairly.
Saniha: I love optical glasses. They are a favorite accessory of mine and I like to change them very regularly. This made me discover J.F. Its is a french glasses brand that sell all their models for 95 Euros online. This allows me to order regularly as the price is much more accessible than buying at an optician. They have fantastic styles, stuff you won't find elsewhere. On top the service is quick, they will ship in 2 days. There is an element of social responsibility as well. For every pair you buy they will donate a pair of glasses to the poor who cannot afford glasses. Something rarely seen in fashion.
M: What else do you like?
S: They go the extra mile: You can upload your picture and virtually try all the glasses on your face, which is important as you are not physically buying in store. You can as well send them your drawing of a pair of glasses which they will then produce for you.
M: So it's quiet interactive
S: Yeah those consumer created glassed get voted for by others and the winning styles will then make it into the regular collection.
M: How did you discover the brand?
S: I got aware of it through some underground fashion magazine. I
spend a lot of time looking for new stuff via blogs. There is no advertising for J.F. so far and hardly any classical marketing. Mostly they work with fashion designers through product placement for fashion shootings and fashion shows which makes it really credible from me.
Here is a short video on the concept (in French for those of you understanding the language of the grande nation).
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