Tennis champ Venus Williams has expanded her apparel brand EleVen by Venus Williams by introducing its first line of limited edition eyewear.
EleVen by Venus Williams was launched in 2007, and the privately held company generates an estimated $1 to $5 million annually. Now with EleVen by Venus Williams x Look Optic eyewear, Williams, sister to fellow tennis champ Serena Williams, enters the $140 billion eyewear industry.
Williams has already expanded her activewear brand, EleVen, to include accessories and skin care products, The brand has built its name on its line of clothing and shoes.
For the eye collection, the repeat Grand Slam winner partnered with eyewear brand Look Optic. Williams helped design the collection.
The first glasses to debut are MUSE, designed by Williams. MUSe marks Look Optic’s “first-ever metal frame made from 100% recycled materials,” according to Look Optic.
“Muse was inspired by some of my favorite vintage styles, and the attention to detail, including a unique half-rim design, provides a cool, distinctive look. Blending fashion with function, Muse makes you look good and feel good!” Williams said, according to Look Optic’s website.
According to a press statement by Williams, partnering with Look Optic was a no-brainer.
“Partnering with Look Optic and working with their team was a very collaborative experience,” said Williams, who has an estimated net worth of $95 million. She earns money through tennis matches, her company and endorsements.
In 1995, Williams broke barriers not on the tennis court but in the endorsement world. Then 15-year-old Williams was ranked third in the world and signed her first endorsement deal with Reebok. The deal was for a whopping $12 million and was the first of its kind for a female tennis player, Parade reported.
Williams sees the introduction of the eyewear collection as giving her a chance to partner with a company she feels is a good fit.
“They truly understand EleVen’s commitment to creating products that empower you to look and feel your best. With any product we design, we want to be sure we are delivering nothing but the best for our consumers — this capsule is no exception, and the final product is something I’m excited to not only wear, but see you in as well!”
The limited collection features glasses that are ultra-lightweight and come with prescription quality and scratch-resistant lenses. Among the offerings are smooth-matte sunglasses ($86), readers ($82), tinted lenses ($86) and light glasses ($92).
The collection is being sold online.