At Banton Frameworks, our eyewear is only released six times a year.
This isn’t a marketing tactic.
Truth is, we were forced into this way of working after stupidly resisting it for years. Years I'll never get back.
If you’re new here, this article explains what happened, why we work this way, and what it means for you.
Young and dumb
Lucy and I started making glasses in 2012.
We were young, naïve and superbly underqualified. Like most start-ups, we believed growth meant progress. More stockists. More boutiques. More production. More frames out in the world.
At peak stupidity, we had over 20 stockists in Japan. You could find our frames in some of the finest stores. I mean, Liberty London is pretty chic right? In our mid 20's, we felt as if we were flying.
But slowly, the cracks began to show.
To keep up, we had to make more and more frames. The pace increased. The pressure crept in. We lost direct contact with the people wearing our glasses, and without really noticing at first, we began to resent the work.
Trying to play BIG, we lost sight of the original goal: Make the best frames, not the most frames.
Then Covid hit.
Opticians closed almost overnight. Our overseas distribution stopped. It sounds devastating, but secretly, I was relieved the decision had been made for us. Lockdown let us stop for a moment.
In the following months, we started selling our frames via our website again, just as we had in the very early days.
We realised by making less, we cared more. More about the process. More about the materials. More about the people choosing to wear our glasses. We connected with customers like never before. They were bored, stuck at home and needed new glasses. (Haircuts too.) We partnered with a lens lab who could make pin-sharp prescriptions.
It was fun again.
As the world got back up to speed and Covid restrictions eased, Lucy and I wanted to hang on to our newly found focus. Rather than getting sucked into going fast again, we wanted to keep things slow and hyper focused.
So for the first time in 10 years, we closed our website in the summer of 2022 to try a different approach. It was utterly terrifying. Even more scary than losing all our stockists.
How our releases work
Lucy and I work in small batches and release our frames just six times a year. When the website is open, you can place your order. When it’s closed, we’re back at the bench making the next batch.
This approach allows us to focus properly on each stage of the process, without rushing, outsourcing, or cutting corners. It's why we don't have stockists.
Yes, it's absolutely slower by design. But the frames we make a re ridiculously good, made with intention rather than urgency.
When do you open?
On average, we open the website every two months.
Openings always happen on a Wednesday at 4pm UK time. They’re usually towards the end of the month, but the exact date depends on a few things: whether we’re releasing a new collection, finishing a fresh batch, or waiting on raw materials to arrive at our workshop.
We announce the next opening shortly after the previous closure. That way, if you missed out or decided to wait, you’ll know exactly how long you have until the next opening.
Can I reserve a frame or pre-order?
Unfortunately, no.
Between shop openings, we’re usually at our busiest. Making frames. Processing prescription lenses. Fitting lenses. Packing orders. Fixing the occasional mistake. It’s full-on.
We also don’t make to order. Things can go wrong during production, and we’d hate to promise a frame we can’t deliver on time. Keeping everything first come, first served is the fairest approach for everyone waiting.
Our opening windows last over four days, which gives you plenty of time to place an order. That length is intentional. It’s there to remove pressure, not create it. No gimmicks.
Do you always sell out?
Popular frames sell out within the first day or so, while others can remain available for the duration of the opening. After we close, any remaining stock is used for exchanges or it becomes available again during the next shop opening.
Can I make an exchange after the website closes?
Yes.
If we still have the frame you’d like in stock, we’re more than happy to exchange it for you, even after the website has closed. To make this happen, use the “exchanges” section on your A4 paper returns form included with your order. Simply state the frame you’d like to make the exchange for and we’ll do our best to send that exchange frame to you.
If the frame you want isn't in stock, we'll let you know via email and arrange an alternative or issue a refund.
Can I order lenses after the website closes?
Yes.
If you choose the home try-on option when ordering, you can try your new frames at home first. Once you’re happy, you can order your prescription lenses from us separately, even while the shop is closed.
Before you go
Opening our website just six times a year isn't the normal way of doing things. Compared to the big optical brands or your local optician, it's unorthodox. Which is why I wrote this blog post.
As you've discovered, we're not leaning on hype or sales tactics. We're just a little older and a little wiser now, knowing the limits of our small workshop and choosing quality, care and focus over constant availability.
In hindsight (pun intended) the pandemic revealed that we all have a capacity and slowing down is actually a pretty good way to approach things.
Fewer frames. Better frames. Made properly.