The thought of shopping for a new pair of shoes, a jacket or a shirt is never one to fill you with dread, so why should shopping for your glasses be any different? Buying frames needn’t be a painful experience and British eyewear label Kite are here to prove it. Having recently launched their flagship store in Westfield Stratford City Kite are bringing a fresh approach to the eyewear industry with friendly, knowledgeable service matched by high quality, stylish designs at affordable prices.

Having recently visited the store I can attest to the strengths of this winning formula. The store itself feels more like a boutique than a stuffy opticians with splashes of colour, wooden surfaces and enthusiastic staff greeting you with an offer of coffee. Vision Express this ain’t. As founder Asid Hamir puts it;

The way we see it, there’s no excuse for the sterile, salesy Optician environment that has become the norm. And who made the rule that eyecare can’t be something to get excited about, anyway?



With British design and Italian handmade craftsmanship behind KITE’s range of eyewear there is certainly a whole lot of substance to match the style. The current range features 27 designs in a variety of colours and lenses so although not massive there should be a pair of frames here to suit most tastes and face types. We particularly liked the retro-inspired Dean and Rivington designs, which have the option of being fitted with TWR frames if you really want to make a statement. (Pictured at the bottom of the article)







One thing that really sticks with you after visiting the store is the genuine enthusiasm and pride that the staff have for the brand. And with a design and service ethos as fresh and forward thinking as KITE’s it’s not hard to understand why.


Sunglasses start from £95 and £145 for prescription opticals. We recommend visiting the flagship store if you can as the service of the KITE team is fantastic, but if not the full range is also available online:



About The Author

Admirer of classic style and design with an unhealthy obsession for good coffee.

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