SHUGS SUNGLASSES ARE

LIKE NO OTHER

Active gripping non-slipping auto-folding King of Shades® SHUGS® sunglasses are a genuine eyewear innovation - the world's first sunglasses that actively hug your head, designed for all active sports where non-slip grip is essential and auto-folding closed when removed. The Koala™ frame style is inspired by hydrofoils used by today's high performance foiling yachts, using minimal material and no compromise in style or function.

The patented 'hyperflex' hinge design means no more (expensive) broken sunglasses or (very annoying) loose fit. All SHUGS feature high performance XPO™ polarised lenses, which are oleophobic coated with a highly scratch resistant coating.

We've kept it simple. 1 frame. 2 lenses styles. 3 tints. Choosing your pair is easy, they suit men and women, see our insta for fans! Best of all, SHUGS are designed and made in the UK, they're available for next day delivery - buy yours today.

SHUGS® | KANYON Style | XPO™ Polarised Lenses

Will SHUGS Sunglasses

SUIT YOU?

Here is a selection of men and women wearing SHUGS - scroll across to see whether you think SHUGS would suit your face (we think they will).

FREYA WEARS

KANYON KOBALT

SHOP HERE

MARTIN WEARS

KANYON VOLKANO

SHOP HERE

HUGH WEARS

KANYON KOBALT

SHOP HERE

NATALIA & ALAN WEAR

KANYON VOLKANO

SHOP HERE

MARIANNE WEARS

KANYON KOBALT

SHOP HERE

ROB WEARS

KARBON GREY

SHOP HERE

CHRIS WEARS

KARBON KOBALT

SHOP HERE

ANNA WEARS

KANYON VOLKANO

SHOP HERE

OUR FIRST OFFICIAL UK STOCKIST

IS BEING ANNOUNCED SOON

We are talking with a small number of specialist resellers for SHUGS sunglasses - more details soon! If you'd like to be an authorised stockist please email shugs@kingofshades.co

WASZP Europeans

SHUGS In ITALY

We were delighted to supply 10 pairs of SHUGS to the top competitors in the Waszp Class Europeans held on Lake Garda in August, many thanks to Martin Evans for arranging and we were delighted to see this post from one of the winners wearing Kanyon Kobalt style

big in

JAPAN!

Hugh Styles is coaching Josefin Olsson, a member of the Swedish Olympic Sailing team competing in the 2020 Tokyo Olympics. We were delighted to supply him with a variety of sunglasses for his time in Tokyo. You can find out more about Hugh here.

Jun '21

back in stock

Our co-founder Will smiling as having been out of stock for most of May, we're BACK IN STOCK! Order your pair today.

shugs sunglasses

are shipping!

Thank you to our first customers - sun's out, SHUGS on! This is Chris K in his Karbon Kobalt's. Thank you Chris!

WEBSITE NOW LIVE

FOR PRE-ORDERS

Tiger and I wish you the very best for 2021 - the sun's coming, hugs too and we aim to be shipping our first pairs of SHUGS in mid-March. Please get in touch if we can help or assist you in any way. In the meantime, keep safe.

14.12.20

SHUGS Launched.

In December, amidst a pandemic, in a lockdown - we were delighted to launch - first SHUGS® sunglasses that hug will be available in March 2021. Ready for sun, hopefully we might be able to hug!

10.10.20

XPO™ LENSES SELECTED

Extreme protection, polarised and with an oleophobic coating, our lenses are precision cut and best in class.

27.07.20 SHUGS ARE NEARING

PRODUCTION

One frame, many colours...

21.04.20: Will wearing the first

PRODUCTION PROTOYPE SHUGS

Shugs look simple to manfacture, but proved very hard.  Persistence, belief and top flight British engineering talent delivered.

corona virus delay

"karbon" style x mask

Production was delayed in the UK due to Covid-19 temporarily closing the frames manufacturing partner and precision lens supplier.  This gave us more time to send out prototypes to our Tesht Pilots.

INTRODUCING

THE SHUGGER™

To demonstrate the unique face hugging ability of SHUGS versus conventional mechanically hinged sunglasses, we needed something really special (and eye catching!)

Introducing The SHUGGER™.  A test rig like no other.  Watch the video of it in action!

THE SHUGS KOALA™ FRAME.

IS UNIQUE.

We wanted to give our frame a distinctive name with its unique face (s)hugging ability. What animals are known for kindly and softly hugging humans?  And ideally begin with a 'K'.

Introducing Koala™ frames which you can swap lenses into.  Getting serious now.  Swoptical™ in fact.

Face-hugging, auto folding, unique

SHUGS®

The auto-folding, face hugging polyastomer sunglasses frame led to me coining the acronym 'Shugs' for Sunglasses that Hug.

SIX YEARS LATER, THE EUREKA MOMENT

SUNGLASSES THAT HUG!

There are tens of thousands of sunglasses and hundreds of brands. What would make ours the 'King' of Shades?  Needed to think..

TIMELINE

FROM SHAVING LIVES TO SHADING EYES.

Will King & Tiger Savage.  The press photo was miscaptioned "Will King, Founder of King of Shades".  Tiger said "Trademark that!"  So he did...

ACTIVE HUGGING AUTO-FOLDING

COMFY AF SUNGLASSES

INTRODUCING

TEAM SHUGS

We are delighted to back up and coming people with exceptional drive and talent. Their future's so bright they gotta wear SHUGS shades! You can follow their progress on their Instas as well as on @team.shugs

INTRODUCING

HAYDN & FREYA SEWELL

Brother and sister, Haydn & Freya are tipped to go to the top in sailing, aiming to medal in the 2028 Olympics (or before).

Follow their progress on insta @sewell_heathcote_sailing & @sewell.dowson_sailing

INTRODUCING

HUGH STYLES

Hugh is the founder of Time On The Water providing a range of services to help you and your team make the most of your time developing winning habits on and off the water. We have many years of experience in the maritime and sports sector help people develop whether they are beginners or Olympic medallists.

Follow his insta here.

INTRODUCING

ABSOLUTE MATCH RACING

A young and upcoming match racing team based in the UK and competing world-wide. Follow them on insta here

INTRODUCING

TEAM EM SAILING

Team EM Sailing are a young 29er sailing team comprising of Ewan Plowden-Wardlaw and Marten Mick, the 29er is a popular high performance dinghy which is a step to the 49er, an Olympic class.  If you'd like to read more about them, they're on insta here.

INTRODUCING

ALEX BLACK RACING

Alex Black is a talented kart driver, competing in the National Karting Championship, pictured here on his debut placing 3rd which is a fantastic result!

Follow his progress on insta @alexblackracing

INTRODUCING

ED HIGSON

An accomplished Laser and Waszp sailor, Ed founded Imperial Sailing and designs and supplies camera mounts for dinghies as used by the British Olympic team.

Follow him on insta @edwardhigson

INTRODUCING

NATHAN ANTHONY

Actor, Model, Surfer, Snowbarder, follow Anthony on insta @nathananthonyy

XPO™ POLARISED LENSES KEEP THE

SUN AT ARMS LENGTH

MORE ABOUT

SHUGS