Sydney Times

HEALTH AND FITNESS

Dresden Vision credentials remain on Reopening

Dresden Vision co-founders, Jason McDermott, and Bruce Jeffreys , with their Popup trailer shop. Photo : Peter Rae
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Dresden Vision credentials remain on Re-Opening

*With restrictions easing in many states Dresden is aiming to safely return to normal operating hours.

The New Trading hours are Tuesday Friday and Saturday 

10.00 to 17.00 at the following locations:

Newtown, Rozelle, Fitzroy, Brunswick West End

Dresden are on a mission to bring high-quality, sustainably made prescription glasses to anyone in the world, no matter where they live and how much money they have.

  • High-quality, low-cost glasses
  • Modular system allows you to mix and match frames and arms
  • Lenses pop out to easily go into new frame fronts
  • Recycled and recyclable materials
  • Lifetime frame warranty
  • Lenses cut in-store. No wait time for most prescriptions
  • The Dresden modular frame system

    Choose your size and colours, snap together. Done.

    We’ve designed a simple modular system with a single beautiful prescription glasses shape that’s totally flexible. Everything’s interchangeable: the lenses and the frame parts (which come in a range of sizes and a riot of colours, even the pins).

    Our main frame range is made from an ultra durable, recyclable, and beautifully comfortable, lightweight nylon. Plus we’re doing all sorts of creative things with upcycling waste materials.

 

 

Made in Sydney from the finest materials. Lifetime frame warranty

We make glasses in our Australian factory. We sell through our own stores and website. We have total faith in our product and that’s why we offer a lifetime frame warranty.

Our glasses are made from recycled materials or eco-friendly nylon. Our factory has no waste.

We’re a small Australian company that is passionate about making the world’s best prescription glasses — at the lowest price and highest quality.

Our lenses are precision German optics and we think they are as good as any you will find.

 

Our goal is to transform people’s lives through better vision – enabling them to learn, work and be independent.

By 2050 there’ll be more than five billion people worldwide who are unable to see clearly without glasses.

We have stores in Australia, New Zealand and Canada and a website that services anywhere in the world with shipping capped at US$15.

Our standard price includes frame and quality German-designed lenses. Most customers pay that much. We have a policy of never upselling and because we have only one frame style (in four sizes) you’ll always know what the frame costs. We only charge more if you need complicated or very strong lenses.

Dresden Vision co-founders, Jason McDermott, and Bruce Jeffreys , with their Popup trailer shop. Photo : Peter Rae

The background

Co-founder Bruce Jeffreys was a frustrated glasses-wearer. Glasses can be annoying. You lose them, you break them, you scratch them. They’re expensive.

And, as Bruce learned when his children came along, kids take great delight in grabbing glasses off an adult’s face and flinging them around the room.

Bruce started wondering how to create a new experience for people who wear glasses. Then he found a partner in co-founder Jason McDermott, a designer with equally poor vision. A natural fit.

From there, the Dresden team formed in Sydney around a simple mission – putting the glasses-wearer at the centre of everything.

They asked, how did we end up going into sterile shops and paying ridiculous prices in order to see well? Why were glasses made using such wasteful processes? How could glasses be more functional, versatile, fun and sturdy, with low-cost backups when you need them?

HOW much did your glasses cost?!

The reality is that most glasses company are ripping you off. Selling glasses for $500-plus and making a fortune in the process.

The bulk of brands you know are owned by a company called Luxxotica Essilor, which is valued at around 50 billion euros (yep, you read that right).

Their brands include Ray-Ban, Oakley, Vogue, Oliver Peoples and Giorgio Armani, and retailers include Clearly, FramesDirect, OPSM and Sunglass Hut.

We believe our offering is superior. Our glasses are better valued and our prices are, well, superb.

The Guardian has recently published an investigation into the power of Luxxotica Essilor. “And when all else fails, Essilor – like its rivals, and like all wholesalers – uses financial incentives to keep its customers satisfied. Opticians and industry analysts that I spoke to for this article described how Essilor uses so-called “spiff money” – offering stores large, multi-year discounts and cash bonuses for selling its products – in order to squeeze out the competition.”

 

Here is a great bit of journalism from the LA TImes about Dresden which we share with you!

 

An Australian company called Dresden Vision is doing the exact opposite of Topology. Dresden’s position is that everyone can afford glasses if you offer only one style and mass-produce it as cheaply as possible.“I started Dresden because I couldn’t understand why the glasses experience was so crap,” said Bruce Jeffreys, the company’s founder. “I’d worn glasses since I was a teen and found them really impractical for someone living a normal busy life. They broke, they were hard to repair.

“Our intent was to make glasses simple and convenient by stripping back the product, taking out some of the personalization and making them more of a consumable than a bespoke fashion statement,” he said. Dresden offers modular eyewear components — fronts and arms — in different sizes and colors. Customers pick the ones they think will look best, connect the pieces using colored pins and, voila, prescription glasses for a starting cost of $35.

I knew the nylon polymer frames would look plasticky, but they weren’t as toy-like as I expected. Most important, the single-vision lenses (that I had to snap into the frames myself) were absolutely fine.I use them for dog walks and watching TV. My wife says the rectangular shape makes me look like a hipster, which I think she intends as a compliment.

They’re obviously a great choice for kids. The fact that they can be customized so easily by swapping out different-colored arms adds to the fun.

Jeffreys sees Dresden partnering with nonprofits to get his glasses throughout the developing world. He also hopes to expand the company’s retail footprint into drugstores, bookstores and elsewhere. The long-term goal, he said, is to get the cost of a finished pair of glasses down to about $7.

“Our intent was to make glasses simple and convenient by stripping back the product, taking out some of the personalization and making them more of a consumable than a bespoke fashion statement,” he said. Dresden offers modular eyewear components — fronts and arms — in different sizes and colors. Customers pick the ones they think will look best, connect the pieces using colored pins and, voila, prescription glasses for a starting cost of $35.

I knew the nylon polymer frames would look plasticky, but they weren’t as toy-like as I expected. Most important, the single-vision lenses (that I had to snap into the frames myself) were absolutely fine.

I use them for dog walks and watching TV. My wife says the rectangular shape makes me look like a hipster, which I think she intends as a compliment.

They’re obviously a great choice for kids. The fact that they can be customized so easily by swapping out different-colored arms adds to the fun.

Jeffreys sees Dresden partnering with nonprofits to get his glasses throughout the developing world. He also hopes to expand the company’s retail footprint into drugstores, bookstores and elsewhere.The long-term goal, he said, is to get the cost of a finished pair of glasses down to about $7.

 

About Dresden-Getting practical

We applied a fair whack of Australian pragmatism to these design ideals. We designed our own ‘system’ – a single frame style in four sizes, to suit the maximum number of face shapes – in conjunction with industrial design specialists Vert.

Metal hinges are the most common breakage point in glasses, so after a lot of trial and error, we came up with a better design. Plastic hinges integrated into our frame fronts and the arms locked together with a plastic ‘pin’. No fiddly screws or tools needed, simply a snug-fitting pin with an easy pop-in-and-out action.

Then we thought about how frame sets could easily be customised. Why not have some fun by changing out frame front and arm colours, and materials too? How about interchangeable lenses cut in-store for more flexibility, functionality and convenience, too?

Now we had a transparent, simple system that catered to our customers’ changing tastes. Good to go.

We are one of the top 20 winners in the 2018 Westpac Businesses of Tomorrow Awards

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