Pure Eyeglasses & Frames

Pure Eyewear is a relatively young brand that introduced the world to a revolutionary rimless eyewear process offering many benefits for people looking for comfort and extraordinary design in glasses. The brand was founded by the optical designer and inventor Ira Lerner, who has extensive experience in the fashion industry. In the eighties, Lerner worked as a fashion photographer with his own small advertising agency. Among his clients were several spectacle companies, notably Viva International, for which he created advertising campaigns. Subsequently, Ira Lerner worked as a marketing director and art director for Viva and helped Marchon Eyewear launch its Flexon and CFG ad campaigns. Thanks to this experience, he was involved in the development and design of eyewear, which led to his subsequent desire to create his own eyewear brand.

Pure glasses are perfectly minimalist. Initially, it was conceived to make glasses from solid wire threaded through the holes in the lenses. For this, a proprietary wire was used, made from the patented innovative high-performance alloy Xanadium ™ which is lighter than titanium,  has a "friendly memory", and is resistant to corrosion and acids. There are no hinges or compression fittings in the glasses, no screws, so nothing breaks over time. High-quality workmanship is guaranteed - each model is handcrafted and thoroughly tested before reaching the buyer. Today titanium frames and frames made of the lightest plastic are also produced under the brand name, which looks very sophisticated, without distracting attention, but only emphasizing the true beauty of their owner.