Optimax Eyewear Group Launches FORK Eyewear: Fashion-Forward Sunglasses for Nightlife Culture

NATIONWIDE - OCTOBER 2025 - (USAnews.com) — marks a bold new step in the eyewear industry as Optimax Eyewear Group, the parent company of GlassesUSA.com and a recognized leader in eyewear innovation, announces the official launch of FORK Eyewear, a new sunglasses brand set to make waves in both fashion and nightlife culture.

FORK Eyewear arrives with an audacious spirit, introducing five striking statement designs that cater to the trend-forward consumer who craves style and functionality. Each pair is available in a variety of light-tint variations, including blue, green, orange, and gray, offering the flexibility to match any mood or occasion. Crafted from premium materials like acetates and metals, the sunglasses are engineered to provide maximum comfort and durability, featuring advanced reflective coatings that ensure clear visibility at night while maintaining a bold, eye-catching look during the day.

The Pulse of Nightlife Meets High-Quality Design

Incorporating elements of streetwear influences and club culture aesthetics, FORK Eyewear captures the energy of nightlife with designs that transcend traditional eyewear. The collection is unisex, broadening its appeal across various demographic segments, and offers a mix of futuristic, edgy designs that are just as appropriate for a day at the beach as they are for a night out in the city.

At the helm of FORK Eyewear’s launch is Hila Shtram, the General Manager and Chief Design Officer of Optimax Eyewear Group. Shtram has long been known for her visionary approach to eyewear design, and she speaks with confidence about the brand’s entry into the market. “We identified a real opportunity in the cultural energy surrounding nightlife and club scenes,” says Shtram. “With our design expertise, access to premium materials, and advanced manufacturing capabilities, we created a line that brings something new to the market: fashion-forward, high-quality sunglasses at a disruptive price point.”

The brand’s aesthetics and strategic product launch come at a perfect time. FORK Eyewear is launching just ahead of the holiday season and New Year’s Eve, prime time for fashion, parties, and everything related to nightlife culture. To bring the brand’s bold spirit to life, FORK will roll out its launch campaign across TikTok and Instagram, featuring influencers that reflect its vibe and values. Additionally, FORK Eyewear will be available for direct purchase through FORKEyewear.com, as well as via TikTok Shop and Instagram Shop, channels that are integral to reaching the modern, social-media savvy customer base.

FORK Eyewear: A Bold New Vision in the Industry

FORK Eyewear is part of a broader strategy by Optimax Eyewear Group to continually push boundaries and expand into new segments. The group, which already dominates the online D2C eyewear space with GlassesUSA.com and has transformed the vision insurance market with UVP (United Vision Plan), is now setting its sights on non-prescription eyewear, specifically targeting younger, edgier consumers who want eyewear that stands out.

“Our mission since 2008 has been to shape the eyewear industry,” says Daniel Rothman, Co-Founder and CEO of Optimax Eyewear Group. “FORK is another powerful extension of this mission. We’re customer-centric, driven by the latest trends, and committed to leading the market, not only through technology, commerce, and retail innovation but also with fashion-forward designs developed in-house. All of this is done while ensuring the best value for our customers worldwide.”

By tapping into the cultural relevance of nightlife and club scenes, FORK Eyewear is poised to disrupt the sunglasses market, offering products that not only fit the aesthetic demands of young fashionistas but also serve as high-performance accessories that meet the needs of nighttime visibility.

Proven Success: Optimax's Track Record

What sets Optimax apart in this new endeavor is the company’s proven track record. The launch of FORK Eyewear builds on the group’s success with its other in-house brands. Since the launch of its first eyewear brand, Optimax has sold over five million pairs of glasses across seven in-house brands, cementing its reputation for creating designs that engage customers and generate real business impact.

Eldad Rothman, COO & Co-Founder of Optimax Eyewear Group, speaks to the brand’s strategic importance. “FORK is a strategic driver for growth. Having successfully launched multiple in-house brands under the Optimax umbrella, we know what it takes to create designs that resonate with customers and drive meaningful results. The potential we’ve identified in club culture, combined with our expertise in design and product innovation, puts FORK Eyewear on a clear path to success.”

About Optimax Eyewear Group

Founded in 2008, Optimax Eyewear Group is a global, vertically integrated company transforming the eyewear industry through technology, design innovation, and a customer-centric approach. As an industry leader, Optimax's portfolio includes several impactful subsidiaries, such as GlassesUSA.com, which leverages cutting-edge technology to offer a variety of designer and in-house eyewear brands at accessible prices.

The company has also revolutionized the vision care space with UVP (United Vision Plan), a pioneering disruptor in the B2B eyewear managed care industry. UVP provides customizable, cost-effective vision plans that benefit members, employers, and brokers alike.

Together with other brands like Unica and FORK Eyewear, Optimax continues to shape the future of the eyewear industry by merging innovation, commerce, and product design to meet the evolving needs of customers worldwide. Through these forward-thinking initiatives, Optimax has cemented its position as a leader in both eyewear technology and fashion.

Eyewear Meets Culture: The Future of FORK Eyewear

FORK Eyewear isn’t just about sunglasses; it’s about lifestyle. It’s about tapping into a culture that thrives on individuality, self-expression, and a commitment to quality, all without compromising on price. The brand is uniquely positioned to take advantage of a cultural shift that places a premium on fashion and performance, where consumers no longer need to choose between the two. FORK’s blend of cutting-edge design with practical functionality has captured the attention of the industry and is poised to take over the streets, and the clubs.

Whether it's the bold styling or the superior clarity they offer at night, FORK Eyewear promises a product that will stand out, make a statement, and ensure comfort for whatever the night brings. In a world where aesthetics and function are no longer mutually exclusive, FORK Eyewear is a game-changer.

FORK Eyewear: The Start of Something Big

Optimax Eyewear Group continues to disrupt and lead the eyewear market. From GlassesUSA.com to UVP, they have transformed how consumers access vision care and eyewear products. With FORK Eyewear, the company is once again looking to the future, tapping into new cultural movements and embracing emerging trends that push the boundaries of design and innovation.

As FORK Eyewear makes its official debut, it will continue to inspire consumers looking for style, comfort, and a connection to the energy of nightlife.