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Privé Eyewear shakes up the industry by releasing frames for less than $30

Privé Eyewear shakes up the industry by releasing frames for less than $30

Privé Eyewear wants to shake up the eyewear category online with its brand of $29.95 sunglasses — and it’s enlisted Amazon and a handful of celebrities to help.

The well-heeled start-up wants to undercut the “under $100” business model that’s dominated eyewear online since Warby Parker hit the scene in 2010 by offering hundreds of styles that cost less than a third of that price. On May 15, Privé Eyewear’s digital flagship at Privegoods.com will begin to pre-sell 115 stockkeeping units, or sku’s, of its $29.95 sunglasses, which have names such as The Warrior, The Escobar or The Godfather. Exclusive launch partner Amazon will launch the brand on its homepage at...

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