Focusing on product, space, styling, campaign and service, Gentle Monster aims to deliver a radically new and innovative eye for design. These principles are addressed in not only the design of their sunglasses, but also in the design of their retail spaces and creative projects. Their refusal to be recognised as simply an eyewear brand is spoken in every frame, project and store. The rapid growth in Gentle Monster’s popularity has led the brand to be regarded as a major creative force.