APRIL 27, 2024 – Ray-Ban is an iconic brand that has permeated popular culture for decades. It has become a lasting touchstone of the all-American aesthetic, as close to apple pie and the bald eagle, representing the aspirational true blue American. Almost a whole century after its inception, parent conglomerate EssilorLuxottica reported an 8% increase in revenue following the rollout of the Ray-Ban Reverse.
The brand has long been known as the luxury choice across industries, but its roots are firmly planted in the military. If you seek out the sunglasses most associated with Ray-Ban, you’ll likely be directed to the Aviator and the Wayfarer. These classics tie back to military use, and it’s all a part of the brand’s storied history with the armed forces.
The Beginning of a Classic
Ray-Ban was founded in 1937 by Bausch & Lomb, beginning with a design so well-received that it’s still the blueprint today. Due to demand from the army, Ray-Ban would launch its illustrious line of sunglasses with the release of the first Aviators.
Because of Bausch & Lomb’s expertise in optical glass, the first variants to be released were already easy to wear, stylish, and, most importantly, used sturdy lenses with glare protection. This first model was meant to be a reliable pair of sunglasses worn by brave aviators serving the country in harsh conditions during World War I. The curved design of the frame and original G-15 tempered glass lenses filtered out extreme light and sun as much as possible. With this, pilots could maintain visual clarity on the field.
This contribution to the military kit was accomplished with the help of US Army Air Corps Colonel John Macready, whose expertise would prove essential in creating the perfect form and lens coating that dealt with exposure to light and varied hues up close in the sky. The official “Anti-Glare” technology proved to be a hit, with Aviators overtaking the use of older goggles during high-altitude excursions.
Wireframes would replace plastic for the public, and even more demand built up as the rumblings of World War II shook the country. By this point, it would be widely adopted by military personnel outside the Air Force. Ray-Ban aviator glasses became the pair-to-wear beyond their original purpose, which still rings true in the 21st century. Today, people aren’t limited to aviator sunglasses; they can even order them as eyeglasses custom-made with prescription lenses. Despite the customization available, except for the new Aviator Reverse, little has changed for its iconic design.
The Aviator Reverse is different in its use of reverse lenses, curving inward instead. Of course, glare treatment has rapidly advanced and now reduces reflections by up to 70% while using sustainable bio-based carbon content. The engineering has also been finessed in the Reverse, built to follow the natural curve of the cheekbone rather than encompassing it.
Military Icons
A continued partnership through the years was spurred on by significant military icons having an affinity for Ray-Ban. Perhaps most often referenced is General Douglas MacArthur, who donned his timeless pair of Aviators in many legendary photographs – most popularly in the shot of him landing on the shores of the Lingayen Gulf in the Philippines.
People wanted to follow suit and emulate the general and the Allied forces. This trickled over into Hollywood, with the likes of Elvis Presley (also widely regarded for his patriotism) wearing all manner of Aviators during his press junkets and performances.
Further resurgence came in the form of the 1986 film Top Gun. Tom Cruise starred as fighter pilot Maverick and immediately burned himself into the public consciousness. With the movie’s success, Ray-Ban’s Aviator line sales went up a whopping 40%. In 2022, the sequel Top Gun: Maverick would have the same effect on sales going through the roof months after its release. The RB3025 aviators proved to be the most popular, with Cruise insisting on the sunglasses as part of the film’s military accuracy.
Ray-Ban and the Military Today
Credit – @rayban on Instagram]
Ray-Ban is still intertwined with the military today, offering a 15% discount to active service personnel online and in physical stores. With updated UV protection, they maintain the standard required for US soldiers. Of course, advancements like the Ray-Ban Meta and its AI-powered technology are furthering the brand for the public.
This comes during a time when the Air Force encourages aviators to reenlist with huge monetary incentives of up to $50,000 per year. With exclusive discounts, there is a hope that skilled and experienced aviators will hop on board, don their aviator shades, and continue to serve the country.