Google is aiming to acquire your upcoming pair of high-end sunglasses.

      Make no mistake, Google seeks to power the technology in your first pair of luxury smart sunglasses, but it’s not leaving appearances to chance or relying solely on its internal designers. Instead, it’s partnering with established eyewear brands that have experience in the sector it clearly aims to dominate, with the goal of making Android XR the premier software for eyewear companies to adopt.

      Significant names with the right expertise

      During the keynote presentation at the Google I/O 2025, which is the company’s annual developer conference, Android XR was highlighted towards the end of the two-hour session using prototype smart glasses. Google’s decision to refrain from displaying any consumer-ready models of its own suddenly became clear when it announced two partnerships related to smart glasses—Gentle Monster and Warby Parker—on stage, along with a third partner, Kering Eyewear, announced outside the keynote.

      It appears that Google does not intend to create glasses in-house, favoring instead to outsource the hardware to established brands rather than adding another homegrown product to its Pixel mobile device lineup. This decision seems wise; creating eyewear is not comparable to producing a phone or smartwatch. Although Google has the resources to hire experts, perfecting eyewear design and fit would take considerable time, and building a diverse collection of styles suitable for different face shapes essential for broad appeal within a short timeframe would likely be unfeasible.

      However, it hasn’t just teamed up with any sunglasses manufacturer. The partnered names are not only well-known, they also have clear aspirations to integrate technology into their offerings, each approaching the challenge from distinct perspectives. Google is focusing on software while allowing others to manage the hardware. For those familiar with Android’s early smartphone development, this will feel like a familiar approach.

      Gentle who, Warby what?

      We’ll revisit Warby Parker and why it is an excellent choice for Google shortly, but you might be unaware of Gentle Monster, which is possibly the most intriguing of the three partners. Founded in South Korea in 2011, the brand sells its products worldwide but is particularly recognized in its home country, Japan, and China. It is known for its creatively engaging retail environments, collaborations with major fashion labels, and ongoing integration of technology.

      Gentle Monster has fully embraced technology, with its bold, futuristic, often cyberpunk-inspired designs and high-tech art installations in its stores, making it an ideal fit for Google’s software. The brand has prior experience with smart glasses, collaborating with Huawei during the audio-first smart glasses trend around 2020. Additionally, it has rolled out augmented reality try-on technologies, created a collaborative mobile game, teamed with video game companies for innovative designs, and has a well-established online retail presence.

      Warby Parker is likely to be the more recognizable name due to its unique direct sales model, the Buy a Pair, Give a Pair charitable initiative, and innovative marketing strategies through online platforms such as podcasts. Although not as tech-oriented as Gentle Monster, this aspect works in its favor, as its timeless designs will appeal to those preferring a more classic look. Google is going beyond merely signing a partnership agreement with Warby Parker, investing $150 million into the brand, half of which is reserved for developing new products. This underscores its serious commitment to advancing smart glasses.

      The last of the new partnerships is with Kering Eyewear, a conglomerate that designs products for 14 leading luxury brands, including Gucci, Montblanc, Balenciaga, and Cartier, among others. It also possesses its own eyewear labels, such as Lindberg and Maui Jim. Google’s VP of XR, Shahram Izadi, articulated the company's intentions regarding this partnership in a press release, stating, “Integrating our immersive XR platform with Kering Eyewear’s iconic styles will provide consumers the fashion and functionality to maximize their Android XR experience.”

      Leaving nothing to chance

      Meta’s collaboration with EssilorLuxottica for the Ray-Ban Meta smart glasses contributed to the product's success. Ray-Ban’s expertise and understanding of products enabled Meta to launch essentially one pair of glasses that are well-designed and timeless, fitting most face shapes. However, the Wayfarer stands out in the eyewear market, where finding a one-size-fits-all solution is rare.

      By partnering with Gentle Monster, Warby Parker, and Kering Eyewear, Google has already effectively addressed the diversity of not only facial shapes but also aesthetic preferences. While not everyone may want to wear Gentle Monster glasses, Warby Parker will offer styles that provide comfort, and fashion enthusiasts are likely to find appealing options among Kering Eyewear’s brands.

      Meanwhile, Google’s Android XR platform will operate seamlessly in the background, delivering an optimized and cohesive user experience. Despite experiencing challenges during its initial phase, Google’s Wear OS for smartwatches has significantly improved since Wear OS 4, indicating that the company is now serious about wearable tech software and alleviating concerns regarding its ability to