X-Ray Eyewear

Brand Profile

Xray Eyewear is an Israeli fashion eyewear brand operating across more than ten retail locations in Israel and internationally, built on the premise that design-forward eyewear need not be the exclusive territory of luxury pricing. Founded in Tel Aviv, whose street culture and design sensibility constitute one of the most commercially acute testing grounds for accessible fashion, Xray established a brand identity premised on visual energy, responsiveness to trend cycles, and the democratic accessibility of well-designed glasses. The brand's proposition resolved a persistent tension in the eyewear market: between the aspiration of fashion and the accessibility of price.

Design Strategy & Execution

The studio's 2011 fashion campaign for Xray Eyewear was structured to position the brand at the intersection of fashion photography and commercial communication, producing campaign imagery that functioned as credible fashion content rather than product documentation. The work articulated the brand's attitude through direction of image rather than product specification, elevating a label that positioned itself as simultaneously affordable and aspirational. The campaign gave Xray the visual register of a fashion brand, not merely a retailer.

Proof of Success

Active retail presence across 10+ locations in Israel, including Dizengoff Center, Tel Aviv; confirmed international retail in Zurich, Switzerland.
Sustained operation from founding through present day, with active LinkedIn and social media presence as of 2024–2025.
Distribution across Israel, Europe, and the United States, confirming an international retail footprint.
Founded in Tel Aviv; over a decade of continuous retail expansion.