The world’s first eyewear collection designed in partnership with Fortnite and Unofficial

London, UK — Unofficial, the young, ambitious eyewear brand, has created a new eight-piece collection of sunglasses and two blue light filter frames co-branded with the massively popular online video game Fortnite.

Dropping on May 19th across Europe and Latin America, each piece in the new collection features an iconic element from the Fortnite universe, showing just how well these brands intersect: serving fun, inclusivity and positivity. 

A spokesperson at Unofficial, said: “With a penchant for the unexpected, it makes sense that Unofficial’s hotly anticipated new collection of eight sunglasses and two blue light filter frames will make eyewear history as the first Fortnite-branded eyewear collection. The collaboration brings Unofficial well and truly into the global GenZ conversation.”

The partnership was brokered by IMG, Fortnite’s exclusive worldwide agency for consumer products licensing.

To amplify the official release of the frames in markets across Europe and South America, Unofficial has taken the brand’s concept of ‘celebrating your Unofficial self’ a step further with the marketing campaign ‘PLAY THE FRAME’: You don’t wear the new collection, you play it.

Via bold, disruptive activations spanning POS, social, paid media, and digital, harnessing the brand’s fashion expertise and network of 4,000 stores, the campaign will not only promote the new frames, it will also expand the reach of Fortnite’s world and community.

The collection:

• Meowscles is one of the most iconic Fortnite characters. The Meowscles collection includes a sporty mask with blue mirror lenses, and a large pantos, with orange mirrored lenses and a full pattern on the inner temples.

• Cubes are a mysterious element in the game. In this collection, we pair a black narrow shape with purple mirror lenses inspired by the Cube’s colorway. A metal option introducing a pair of pantos with purple mirror lenses and end tips.
• A chunky aviator with yellow tinted lenses representing Peely, a super popular banana Outfit from the game.

• Midas is represented with an assertive aviator shape in black with gold mirrored lenses.

• The Cuddle Team Leader has a super feminine shape with gradient pink lenses.

• The final inspiration in the line is Victory Royale, a well-known game element meaning you’re the last man standing in Fortnite’s Battle Royale or Zero Build gameplay. Included are 3 different pairs: a black square shape with blue lenses and full inner temples pattern, and two blue light filter frames, with a unisex crystal square.

Unofficial is defined by bringing diversity and radical self-expression to specs and shades since 2021. Always against expectations, in a kaleidoscope of colours and a full spectrum of silhouettes, Unofficial empowers you to explore and express every dimension of you – from high octane glamour to low-key, daily chic. Any shape, any frame, any day.

And in case you are still wondering why gamers need shades anyway, (aside from looking cool), Unofficial has got that covered: their two blue light filter frames mean gamers can play for the long haul, without the harmful blue light emitted from the screen. GG*.