A New Sports Company Serves Up Wellness, and Sunglasses

A New Sports Company Serves Up Wellness, and Sunglasses

- in Yoga News
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District Vision’s athletic eyewear, which comes in three lens styles to accommodate a range of conditions, debuts online and at Dover Street Market New York this week.

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District Vision

Sports culture tends to revolve around competition, victory and defeat. So it’s a bit strange at first to hear the terms Tom Daly and Max Vallot use when talking about their new athletic company, District Vision: “community,” “participation,” “inclusiveness,” “meditation.”

But the two friends, both 28, were motivated by a desire to help people achieve the mental and physical well-being that they say has changed their lives. A few years ago, they were working in fashion (Daly for Acne and Vallot for Saint Laurent) and “going out a lot” at night until, as Daly puts it, “it got a bit depressing.” Vallot sought refuge in Iyengar yoga; Daly began running with the Black Roses, a New York City running crew that serves as both training squad and social club for its members.

Energized by the feeling of kinship they found, the two launched District Vision as “an umbrella for the sports and wellness community,” says Daly. “It’s about connecting runners, yogis and beginners and making tools for sport — whether that’s a physical product, a meditation series, a how-to guide or meetups to partake in.” They were inspired to create specialized gear to handle the challenges facing the urban athlete. Hence the Keiichi sunglasses, a pair of ultra-sleek, high-end sports sunglasses that debuts today. They’re named for one of Daly’s fellow marathoners and were developed over two years in Japan, with collaboration, encouragement and road-and mat-testing by runner and yogi friends along the way.

With a malleable beta titanium core, the glasses are adjustable at the temples and nose pad for optimal fit — and, at less than one ounce, are incredibly lightweight. Three lens styles accommodate a range of conditions: The Sky G15 provides full UV protection (so you can, quite literally, do a sun salutation), the Sports Yellow intensifies visibility in low light (well-suited for an evening run) and the Water Gray is polarized to minimize glare from water. All lenses (which can be fitted for prescriptions) are made of shatterproof polycarbonate, with an anti-reflective coating to eliminate light pollution from cars and street lamps, and an oleophobic coating to prevent slipping from sweat and oil.

In the branding of District Vision, Daly and Vallot also spotlight the athletes who have helped and inspired them. Their website features mentors such as the Black Roses coach Knox Robinson and the Iyengar yoga teacher James Murphy, and invites people to train alongside them. When the Keiichi glasses launch at Dover Street Market in New York on December 3 (followed by London and Tokyo in January), the brand’s displays will incorporate cast-rubber heads in the likeness of Black Roses runner Asmeret Berhe-Lumax. “The last generation of sportswear brands was all about pushing yourself as hard as you can and winning,” says Vallot. “Our generation is really not about that anymore. We can be a supporting factor instead.”

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