Why Google Bought a $100 Million Stake in Gentle Monster
Multiple sources have reported thatGooglehas invested approximately $100 million USD for a 4% stake in the fast-growing Korean eyewear labelGentle Monster. The news comes one month after the tech giant revealed partnerships with Gentle Monster andWarby Parkerto develop design-forward smart lenses for its newAndroid XRinitiative.
Google's latest move sends a strong message to competitorMeta, which has ramped up its AI-powered glasses rollout with partnersRay BanandOakley. Meta unveiled its partnership with Ray-Ban in 2023 and has since launched multiple models, including the recentOrion glasses, touted as 'the most advanced pair of augmented reality (AR) glasses ever made.' And just days ago,Oakley and Meta unveiled the HSTN, their first product from a new long-term partnership in 'a new category of Performance AI glasses.'
However, it's not the first time Google has attempted to enter the smart glasses market. In 2012, Google unveiled its now obsolete Google Glass device, equipped with a camera, a small information display, and internet connectivity.More than 10 years later, the growth of augmented reality (AR) technologies and highly advanced AI has paved the way for more user-friendly and convenient wearables. Additionally, hardware advances have allowed new designs to accommodate slimmer profiles and more attractive silhouettes.
In December, Google announced its revamped efforts withAndroid XR, 'a new operating system built for the next generation of computing,' focused on bringing heightened experiences to headsets and glasses.
Fast forward to late May, Gentle Monster took to Instagram to share the news of theirpartnership, saying the collaboration 'represents a pivotal step in the evolution of smart eyewear into essential, lifestyle fashion items.' 'Creativity and sophistication are essential design features for the integration of technology into everyday life,' the brand added.
So, what could Google x Gentle Monster smart glasses look like? Compared to Ray-Ban, Oakley, and fellow Android XR partner Warby Parker, Gentle Monster is the youngest eyewear label, and the most experimental. Founded in Seoul in 2011, the brand has garnered international appeal for its trend-driven silhouettes and collaborations with innovative designer brands likeMaison MargielaandMugler.
A pair of Gentle Monster smart specs could bring big tech's dream of merging its services with fashion's cultural appeal into reality like never before, paving the way for wearable concepts beyond eyewear altogether.
As of the time of writing, an official launch of Gentle Monster and Google's collaboration has not been confirmed. Stay tuned to Hypebeast for the latest fashion and tech industry insights.
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