Immaculate, handcrafted timber frames produced in the leafy backdrop of the Sunshine Coast have caught the eyes of international fashion players and are quickly being spotted on fashionable noses across the globe. Online luxury retailer Moda Operandi was scouting around town for local talent prior to Mercedes-Benz Fashion Week Australia when they discovered Fritz Frames displayed on the shelves of Eyeballs Eyewear on Oxford St.

 

Founded in 2010 by former Gilt Groupe executive Áslaug Magnúsdóttir and American Vogue editor Lauren Santo Domingo, Moda Operandi enables women to pre-order designer pieces straight off the runway via limited-time online trunk sales. The concept has turned out to be a great success thus far, with the company raising $36 million from venture capital firm RRE Ventures recently. With such a high profile retailer featuring a trunk show on the frames, Moda Operandi quickly put the Sunshine Coast label on the fashion map and cemented the brand as a luxury eyewear label.

 

Orders have since flooded in from all four corners of the globe including New York, Germany and Holland, it’s no wonder founder and master craftsman Fritz Schwarz has an extra spring in his step lately. The brand is recognised and applauded by industry professionals for their lightweight and functional frames that blend boundaries between male and female design. “It’s a kind of platonic ideal, the border between elegance and unique engineering” explains Fritz.

 

It was the unconventional yet remarkably beautiful combination of timber and carbon frames that stopped the Moda Operandi buyers dead in their Gucci-clad tracks. The 2012 collection has a strong focus on fine rims and features design elements that would have even the most particular of architects and engineers squeal with delight. The collection also draws inspiration from true style icons Arthur Miller and Marilyn Monroe, both devotees of making a statement by their frames of choice.

 

A label dedicated to the ultimate customer experience, Fritz Frames offers a bespoke frame service for those who wish to be one fashionable nose ahead of the rest. The frames are created to the exact specifications of the customer upon consultation with a craftsman, and are hand painted within the workshop. In a world that seems to be running a million miles an hour, it is rare to come across a company that provides such attention and service to their customers. Whilst the Sunshine Coast is world’s away from the traditional luxury houses in France, the service they bring to their customers would satisfy even the most discerning of customers. 

 

The luxurious nature of these frames is comparable to those of custom made Italian leather boots. They are both handmade from the highest quality natural materials in a labour intensive and lengthy process by skilled and passionate craftsmen. “Our frames are designed for optimum comfort in everyday use for years and years to come like a good pair of boots. And unlike boots the frames don’t require maintenance!” exclaims Fritz.

 

The 2012 collection sees Fritz Frames focus on finer rimmed, unisex styles that highlight the natural features of the stalwart timber composite material. It is possible to articulate individualism in a conventional frame through timber and colour selection, and customisations such as individual engraving further allows a customer to express their style.

 

Further Information

Established in July 2010, Fritz Frames are bespoke handcrafted timber spectacles and sunglasses. With their passion for wood, water sports, style and craftsmanship, the team focuses on producing high quality timber frames with a comfortable fit. Ongoing input from the designers assures customers the utmost fitting designs. Underlining the craftsmanship, Fritz Frames offers options to customize frames and design new models.

 

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Bella Nguyen

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