J Balvin Leads Creative Direction On New Revo Sunglass Collection NRGY

Forty years ago, in the height of the Eighties, a new style of sunglasses was all the rage. These radical new frames borrowed technology from NASA’s coatings that protect satellites, thanks to Dr. Mitch Ruda, a NASA Astrophysicist and Optical Engineer. Ruda thought these coatings could also shield human eyes from the sun. Thus, the polarized lens was born. Fast forward four decades, and Revo is still revolutionizing eyewear with a new collaboration with international performing musical artist Colombian singer J Balvin, who serves as the brand’s creative director and style beacon.

The NRGY launch CNX_01 collection, which features 10 styles, is a mix of sport and fashion styles geared at a fashion-forward customer and distributed through Revo’s boutique partners.

Unlike other collabs or license deals where a celebrity or brand just adds their logo to a product, J Balvin has been very engaged at every step of the process. NRGY would not be the unique collection it is without J Balvin’s involvement and passion, as this is his vision for the eyewear, which is evident in every design and aspect of the marketing,” said Revo CEO Cliff Robertson.

“With NRGY, that features our world-famous lens, you are getting the best in fashion and sport fashion along with the best performance optics available on the market, “Robertson added.

Robertson gave Balvin criteria to ‘make it cool.’ For his part, the singer drew upon his own sense of design and style.

“Sunglasses are a huge part of my style; I wear them most of the time. NRGY is the first time I’ve taken on the full role of creative director. So, launching a line of frames felt like the right way to step into this role. It just made sense,” he said, noting he has worked on collaborations such as three Air Jordan styles, a limited merchandise collaboration with Takashi Murakami inspired by his “Colores” album, and a special-edition watch with G-Shock.

The path from musician to fashion designer has been paved before; to wit Pharrell Williams at Louis Vuitton, Rihanna with Fenty, and her husband A$AP Rocky with AWGE, to name a few recently. Still, it can be hard to switch hats.

“Music will always be my foundation; it’s who I am. When the world knows you primarily for one thing, it can be a challenge to show the other sides of who you are. I’m an artist. Whether it’s music, fashion, or acting, it’s all the same creative place and another way for me to express myself. I’m grateful people are open to discovering those different layers of who I am,” Balvin continued. He also thoroughly enjoyed the process.

“To take a vision that lived in my head – a vibe, a feeling, a mood – and build an entire world around it, that’s exciting. It’s storytelling through design. Seeing these ideas come to life, and then seeing people wear them… that’s one of the best parts. It’s like watching a dream come alive,” he reflected.

Revo might be a millennial in terms of its age, but it was Gen X that truly popularized the polarized lens look, which also came with some serious function. Today, Revo aims to connect with Gen Z by staying true to its DNA and being authentic in its communication, according to Robinson.

“If we do this, we believe every age group and audience will embrace and trust the brand. We also offer the best products, ensuring we do not compromise on our quality and optics. Gen Z gets served up marketing and brands 24/7, so we need to develop trust with the younger audience to believe in what we do. They see through ‘marketing’ from a mile away,” he said, adding, “Anyone can partner with a celebrity. It’s not just using a celebrity name. It’s partnering with a world-famous singer and offering an authentic, quality product. The key is offering a product that is best in class,” the CEO offered.

Robinson also notes Revo’s unique NASA-designed approach and the reputation that honor has earned them. It remains a distinguishing brand marker and is used in other aspects of development.

“Our audio Bluetooth glasses are a recent innovation, but there are many audio products on the market. Revo’s angle is to offer the best-in-class audio and visual experience with our fan in mind when designing. We always ask ourselves, ‘Would our 40-year Revo fan and a new fan just learning about Revo see our products as unique and special? If we can’t answer yes to this question, the design or product doesn’t make it to market,” he noted.

The brand recently issued a 40^th-anniversary limited-edition frame, The Forty, priced at $600, which sold out in two days. Robinson noted that after-market sales show the brand’s limited-edition styles sell as robustly as sneakers.

They have also brought glass lenses back to the design in some cases. “Revo built its brand on technologically advanced glass lenses. Today, many plastic-based materials offer 99% of the optics and quality of glass and are much lighter weight, shatterproof, and less expensive. For the consumer who truly wants the absolute best optics, glass is still the best material available. It’s perfect for boating, fishing, and any water activity where glare is an issue,” Robinson continued.

The brand, which remains independently owned, continues to distribute through its two flagship locations: one in New York’s Soho neighborhood and the other in Barcelona’s Gothic Quarter, and through various points of sale.

“We love this ability to showcase the entire brand in one space and have plans for more stores in the future. In terms of distribution, it’s a healthy balance between optical stores, specialty stores, golf shops, sporting goods stores, hospitality and ski shops where we sell an amazing google lens style,” he said adding, “We mix this with our online business which represents close to 50% of our total business.”

Wherever sold, Balvin wants wearers to enjoy his designs. “There are no rules. That’s up to the wearer. NRGY was born from a place of curiosity, exploration, and pushing past the limits of what we think we know. It’s a vulnerability through discovery, and I can’t wait to see how people define that and make the frames part of their journey.”

Robinson assures his consumer that the frames won’t disappoint. “The world does not need more sunglasses, but it does need a new collection with a distinct point of view at an accessible price point, and that is what J Balvin has brought to the table here.”