Eyewear for the Modern Individual: How Vooglam’s Rebrand Celebrates Style Tribes

Style is social currency—a seemingly simple axiom that contains multitudes—at least that’s what Vooglam thinks. The 2017-founded eyewear brand, noting that glasses are no longer just medical devices but instead extensions of the wearer’s identity, has undertaken a comprehensive brand that places them firmly at the intersection of style and function.

The unifying theme is a celebration of style tribes. While always shifting and evolving, Vooglam has captured the moment by defining and expressing the essence of contemporary subcultures like Boho, Vintage(Retro Radio) & Afro-futurism(Pan Africa) amongst others.  Through 7 culturally driven collections, Vooglam demonstrates that identity and expression are as crucial to eyewear as seeing well is. This step forward represents Vooglam’s celebration of contemporary style, while maintaining the functionality fans and customers have come to expect from the brand. 

The Evolution of Eyewear

Prior to this transformation, Vooglam was another face in the crowd of the overcrowded middle market of online-based eyewear retailers. They competed on price, and offered generic middle-of-the-road styles aimed at a ‘basic but better’ kind of consumer. They were undifferentiated, despite offering a superior product. What they lacked, they have now provided. An underlying design philosophy and statement of intent as to why they’re producing eyewear. 

The landscape has changed, and Vooglam has answered the call of consumers hungry and desperate for something more than the same basic styles we’ve all seen thousands of times before. Glasses for consumers are mediators for personal narratives of self-expression, and that’s precisely what Vooglam now provides by reflecting itself in this market. 

From Function to Cultural Expression

At the center of this rebrand is Vooglam’s new rallying cry: “Show Off Your Vision.” This double entendre invites users to see better and show the world their unique perspectives on style, vision, and expression. The twofold meaning encapsulates the brand’s mission to redefine eyewear as the ultimate accessory for fearless self-expression.

Visually, the rebrand includes a complete reworking of the wordmark, logo, website, and marketing touchpoints such as social media and physical packaging. Retaining its previously existing vibrant persona and trademark orange color, ,Vooglam now places itself as a friendlier, more playful brand instead. They’ve also improved the functionality of the website UI and UX, reflecting both the brand’s brand’s newfound cultural authenticity but also their dedication to profound and impactful user experiences. This is a shift in internal and external perception for Vooglam, who now position themselves as more than vision correctors, and instead as cultural curators. 

Style Tribes: The Collections

Mentioned earlier, Vooglam has unveiled seven new culturally based collections: Boho, Retro Radio, Pan Africa, Rave Culture, Cyberpunk, Experimental, and Artsy. Each reflects a different facet of the cultural tapestry that consumers find themselves in. These are not prescriptions put forth by the brand and are not meant to self-select or segregate users, but rather a recategorization of the ebbs and flows of style and culture consumers find themselves in today. Think of it as a way of making sense of all the information we are faced with rather than rules. 

Each collection is a smooth pull of the common elements of each culture and applied to eyewear, some of the standouts are: 

The Rave Culture puts you in every club from LA to Berlin, making sure you can fit in and mesh with the craziest and most obsessed party goers from dawn to dusk.

Once you’re done dancing and want to slip into the neon sign soaked night, you can check the Cyberpunk collection and its angular, metallic, yet eminently modern and forward-thinking silhouettes and style cues. 

What is Vooglam’s most striking and most impressive,however is their Pan Africa collection that connects all the aspects of afro futurism into a single cohesive assortment of pattern, technology ,and heritage.

Bridging Niche and Mainstream

The most complex challenge for Vooglam is maintaining cultural authority through credibility and authenticity. They do this by bridging the niche and the mainstream. Nothing is too obscure that users have never experienced before, but instead, it is masterfully blended to avoid tropes or stereotypes. Vooglam ensures that their tastefully curated references contain enough variation and surprise to provide something familiar yet new to all users. Most notable is the unspoken principle of ‘no gatekeeping’. You don’t need to be a member of these style tribes to buy in. Vooglam makes dipping your feet and trying something new easy, accessible, and judgment-free. 

The New Consumer: Style-Conscious and Culturally Aware

Vooglam provides style and functional solutions to a growing demographic of conscious consumers who don’t just want another pair of glasses but something that helps them tell their story. The individuals don’t care about Italian acetate or Japanese titanium although those are nice to haves , they want something that will express their unique personality. Something that helps them feel like themselves, and communicate to everyone else that they are an individual with a capital I. 

The easiest for them to do this is through culturally authentic items that can demonstrate their taste, and penchant for all the unique experiences life can offer them.

Looking Forward: Culture as Strategy

Vooglam’s rebrand signals that cultural authenticity is not just a marketing tactic but a core business strategy. As the brand plans more culturally driven collaborations and pop-up events in 2025, it’s clear that this reimagined identity is just the beginning of a deeper engagement with the style tribes that inspire their designs.

For consumers seeking eyewear that goes beyond function to become a meaningful expression of identity, Vooglam’s evolution offers a promising vision: one where glasses aren’t just something you wear, but something you are. In transforming eyewear from medical necessity to cultural artifact, the brand has found a powerful way to help wearers show off not just their vision, but their visions of themselves.