A Spot in The Shade: Red's Outfitters Sunglasses
At Onassis, we take pride in affiliating ourselves with aspirational, likeminded brands. Red’s Outfitters is a luxury sunglasses label currently carried in our Soho Flagship store (71 Greene Street), and there are several things we like about it. To begin with, the quality and craftsmanship present in each pair of sunglasses is absolutely top-notch. There is also an authentic lifestyle associated with the brand that permeates through every single frame they offer. The ONS Manual recently spent an afternoon with the founder of Red’s, Brian Francis. It was a pleasure to find out that the creators of these sleek frames are just as multi-faceted as the actual sunglasses they make. See the Q&A below:
Can you briefly tell us how Red’s Outfitters sunglasses came into being?
It was started as an American luxury sunglasses brand that my friend and I saw as an opportunity to create our own category and niche within the market. My original partner, Whitner Milner and I had the same vision in terms of creating a colorful yet quality-based collection of sunglasses. Embodying our American heritage while also paying homage to our appreciation of Italian craftsmanship. Whitner tragically drowned in a free diving accident, so along with his brother and a friend, we rebranded our idea and named it “Red’s,” in honor of Whitner’s Labrador that survived him.
How would you describe the lifestyle and culture you’re targeting with the Red’s Outfitters brand?
We target those who have an appreciation for life. Growing up in Atlanta and being educated in the South, then moving all over the East Coast and winding up in NYC, we’ve seen a lot. We’ve experienced a lot. We think our brand transcends a certain demographic and plays more into lifestyle. The same kid that grew up in Beaufort, South Carolina, speaks with a southern twang, and goes fishing every weekend is as much our customer as the well-traveled, international gentleman, who prides himself on having the highest quality accessories. Travel, cuisine, live music, boating and fashion are my vices. I like to target other likeminded people and introduce the brand to them. This sort of mindset has been the foundation of growing our brand organically.
Can you elaborate on the handmade manufacturing process and materials that go into each pair of sunglasses?
Of course. Each frame is made of cellulose plant-based acetates, which are biodegradable and eco-friendly. The acetates are in liquid form then poured into boxes where they harden into square cubes of solid acetates. The cubes are sliced into sheets that are in increments of 2 millimeters, up to 10 millimeters. We use 8 millimeter acetates and they are cut by hand and then polished in tumblers that are filled with wax, and covered wood chips for a week. Once they are polished, we assemble them by hand with Italian hardware and tooling. Finally, the frames are heated and molded and Carl Zeiss lenses are inserted.
Let’s veer into the style lane for a minute. Talk to us about your personal style. What are some of your go-to fashion staples?
My style was always different. New England prep school on a luxury acid trip. Lots of colors. One of the main benefits is it was always very easy to find my clothes at the laundromat.
Go to fashion staples right now… this changes frequently. I’ll go with a top 3.
1. Shoes. Shoes are pivotal. You will usually find me wearing Del Toro shoes that are handmade in Italy in some wild color. Sometimes if I meet a cool artist, I ask them to paint my shoes. Love having anything that is one of a kind.
2. Tie dye. I love tie-dye and especially my vintage Grateful Dead tees.
3. Rolex Submariner. A gift from my older brother (see below). I don’t know if I will ever change timepieces. This guy is incredible and I switch out NATO bands based on mood or what I’m wearing.
So Brian, we heard about a recent “jumping” episode that transpired in Italy while you were wearing an Onassis shirt. What exactly happened?
Oh man, that was an episode. I was in Milan for Milan Fashion Week and visiting our factory that is about 45 kilometers from there. After an incredible day, I decided to walk home alone 45 minutes from the Duomo in city center, to my hotel that was in the emerging area of Milan. From point A to point B, there was a sketchy area that was close to my friend’s pizza joint. A group of Milanese little punks started following me after they saw the aforementioned watch from the last question. I was a walking target. Dressed in a killer Onassis denim ensemble with some bright red Del Toro’s, it became very apparent that these kids were in it for the long haul. I started walking faster and turned a corner hoping to lose them.
I didn’t. I heard the “woooooong” of a glass bottle flying by my ear and it smashed on the wall beside me. I was in an alley and the kids started yelling anti-American slurs and one even called me something that involved George Bush. It was surreal. I threw 40 euros on the ground and tried to run the other direction. They threw another bottle and it hit the wall next to where I was running. The glass bottle exploded and cut my forehead. That led to a wild night of stitches, MRI’s, cat scans, and no English-speaking doctors in an Italian hospital.
Lastly, Red’s gives back a portion of profits to the Shallow Water Blackout Foundation. Why is this cause so important to you?
Whitner died of this back on May 17, 2011. His mother started it in honor of him and we all play a role in the cause. It’s very important to all of us.
To purchase Red’s Sunglasses, visit the Onassis Soho & SF stores or shop at Redsoutfitters.com
All clothing worn by Brian (except the accessories) is from the Onassis FW 2015 Collection.
