South Korean eyewear brand Gentle Monster was established in 2011 based on the philosophy of high-end experimentation. Focusing on product, space, styling, campaign, and service, Gentle Monster aims to offer a radically new and innovative point of view for design. These principles are addressed in not only the design of their sunglasses, but also in the design of their retail spaces and creative projects. Their refusal to be recognized as simply an eyewear brand is spoken in every frame, project, and store. The rapid growth in Gentle Monster’s popularity has led the brand to be regarded as a major creative force. Each pair of sunglasses embodies a duality of being.