Barton Perreira has established itself as a constant in the luxury eyewear market over the past 15 years. Each model of the independent label is “made in Japan”. This makes the brand interesting for cooperation. Daniel Craig wears glasses from the brand’s 007 collection in his latest Bond adventure, No Time To Die.
From the fashion scene to Hollywood, Barton Perreira is considered an absolute it label. Brad Pitt and Ryan Gosling, but also Lady Gaga, Michelle Obama and Angelina Jolie have their glasses on. The brains behind the Californian brand are Bill Barton and Patty Perreira. The well-established duo founded the label in Los Angeles in 2007. The headquarters are now in the suburb of Irvine south of the Pacific metropolis.
The two industry veterans had brilliant careers in the industry before founding the company. They met during their time together at Oliver Peoples. Bill Barton was CEO there from 2002 to 2006, during which time he also initiated the sale of the brand to Oakley and the Italian Luxottica group. Perreira was design director at Oliver Peoples for 17 years, before that she designed for premium brands such as Paul Smith, Miu Miu, Jil Sander, Prada and Vera Wang. Even before the Luxottica takeover, Barton and Perreira came up with the idea of starting their own label.
Glasses for a new era
To do this, they based their fashion concept on a new definition of style and elegance. “We wanted to pick up where we left off at Oliver Peoples. Glasses are our passion, and we felt that the time was right to join forces, improve our skills and found our own brand for this purpose,” the two tell eyebizz. “Bill and I have always been freethinkers. We wanted that same free-spirited independence for our brand. Personally, it was important to be creative and stay true to what inspires me. Bill and I shared a vision to create an eyewear label that would represent a new era,” says Patty Perreira.
Today Barton Perreira stands for innovative technology, top design and flawless craftsmanship. Most recently this year, a sunglasses cooperation with the New York fashion brand Teddy Vonranson came out. Each frame is “architecturally formed” in Japan by “best-in-class craftsmen” using premium materials. The manufacturing process of a model takes six to seven weeks.
Californian design meets Japanese craftsmanship
“A commitment to craftsmanship is at the core of our design process. Our frames are handmade and are made in Japanese factories that are generations old. In Japan, it’s all about attention to detail, which is exactly our idea of luxury,” says Bill Barton. The models range in price between 350 and 500 euros.
“We pride ourselves on being able to focus on quality and not having to change production to achieve better results,” adds Patty Perreira, who lives and works in legendary Venice Beach and is inspired by the diverse, vibrant lifestyle on her doorstep leaves.
“My design process is quite instinctive. I prefer not to follow trends. When you go against the grain, you usually stand the test of time. Venice Beach is constantly evolving and has an extraordinarily strong charisma that I can identify with very much. The Californian influence on my aesthetic is very high. California embodies a luxury that is sophisticated and subtle, yet relaxed. High-end aspects play a major role, as does sustainability.”
The dream factory is knocking
Hollywood is also within reach. That can mean a lot for an eyewear brand when the dream factory is just around the corner. In 2021, almost by accident, Barton Perreira became a “co-star” in the final James Bond film, No Time To Die, starring Daniel Craig.
When Patty Perreira found out that costume designer Suttirat Anne Larlarb was looking for Barton Perreira glasses for Craig for the film, she was immediately hooked. “I’ve been a Bond fan for many years and have a small property in Jamaica where I go every year, also to find inspiration for new eyewear designs. Jamaica is Bond’s home country too, its creator Ian Fleming was in love with the island.”
The glasses for Daniel Craig should look iconic and at the same time authentic. “I was so honored to have the opportunity to style our glasses on set,” says Patty Perreira. “We’ve forged an incredible partnership with EON Productions while also launching the Legacy Collection to celebrate 60 years of Bond, with reimagined sunglass styles and inspired by Bond characters from all the films.”
Costume designer Suttirat Anne Larlarb adds: “It clicked straight away. The sunnies were exactly what our Bond looks needed – and in a variety of settings in the film.”
The association with the James Bond franchise has helped boost brand awareness and sales, reveals Bill Barton. In 2022, the Bond collection was expanded to include another limited model.
The design of the 007 Avtak Sport is inspired by Bond’s alpine look in the snow-chasing scene in the 1985 film A View to a Kill. Beveled acetate surrounds the sleek lenses. The titanium temples ensure an ultra-light fit.
Barton Perreira: Sales partnership with Marcolin
For the past four years, die has taken care of most of the international sales Marcolin Group. The exclusive agreement was signed in early 2019. The deal includes sunglasses and prescription frames. Since then, the Italian group has been supplying selected retailers and opticians in Southern Europe (including Spain, Portugal, Greece and Italy), the Middle East, Eastern Europe, Southeast Asia and the Asia-Pacific region (excluding Japan), South America and Mexico. Barton Perreira continues to manage design and manufacturing internally and manages sales to customers in the rest of Europe, the United States, Canada and Japan.
“To have a company of Marcolin’s caliber believe in our product, our brand and our future is extremely gratifying. Having their incredible sales team and customer service deployed to reach new dealers around the world takes Barton Perreira to a whole new level,” commented Bill Barton on the partnership. In addition to retail partners, sales are made through their own flagship boutiques in New York, Nashville, Aspen and Kansas City.
Bill Barton intends to continue driving growth on the German market. The label is currently present at around 150 points of sale in Germany, and around 75 are to be added in the medium term. “We carefully select our trading partners and focus on growing together with them. Our customers are our partners, and mutual success is the engine of a strong business relationship,” says Bill Barton only too well.
Foundation: 2007 Gründer: Bill Barton, Patty Perreira Offices: Irvine/Los Angeles, California, USA (HQ), flagship boutiques in New York, Nashville, Aspen and Kansas City Production: Japan Employees: approx. 50
Rüdiger Oberschür is a graduate theater scholar, has been a journalist, online editor and trend scout for over 15 years.