Kylie Jenner x Quay Eyewear launches next month

By

Cassidy Mantor

Published
Jun 28, 2017

Kylie Jenner is partnering with Australia's Quay Eyewear for a limited edition capsule collection of affordable sunglasses for festival-ready millennials.

The Quay (pronounced "key") capsule collection was personally designed by Jenner in collaboration with Quay's team in Melbourne. It includes four limited-edition styles and eleven SKUs. Price points range between $75 and $80.

The four styles include oversized aviators, oversized shields, modified cat eyes and geometric silhouettes. Each style comes with a premium case and cleaning cloth that commemorate the Quay x Kylie collaboration.

This is Jenner's first official design collaboration with Quay, which makes both men's and women's sunglasses, but the reality star has previously posted images of herself wearing sunglasses by the brand. Quay targets the millennial Coachella and festival crowd, and initially gained traction in the festival fashion scene twelve years ago. Festival goers responded to the affordable price points and styles that fit well into festival fashion looks.

The brand will undoubtedly benefit from the collaboration with Jenner, who has over 175 million followers and is a major influencer for millennials globally. Through Jenner, Quay will gain the global exposure it seeks with its target consumer. Accordingly, Jenner will lead the social media campaign, modelling the four styles, to which she brings her signature "dynamic style and edge that her followers want to emulate,” according to Quay Australia founder, Linda Hammond.

Quay is currently sold in 35 countries at 2,000 retail locations. The Quay x Kylie collection will launch online through Quay's website as well as at retail partners on July 11. If it performs on track with the other products Jenner markets, it will sell out very quickly.