First SHUGS despatched! Site now shipping! Sun's out, SHUGS on! Go - GO!
It seems an age ago that we opened the website to pre-orders, way back in January; we've had some delays, trials and tribulations but Tiger and I ...
Read moreTHE WIND SHIFTS
YOUR SHUGS WON'T.
YOU GRIP THE BOARD
SHUGS GRIP YOUR HEAD
WHEN YOU FLY HIGH YOUR
SHUGS WON'T FLY OFF.
SURF'S UP, SUN'S OUT
SHUGS ON.
WHATEVER THE TRICK
SHUGS WILL GRIP.
SHUGS SUNGLASSES ARE
LIKE NO OTHER
Active gripping non-slipping auto-folding 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. 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 'unmechanical 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.
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
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
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
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
ALEX BLACK RACING
14 year old Alex Black is a talented kart driver, on his journey to F1. He is competing in his debut season in the Ultimate Karting Championship in 2020.
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
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
ACTIVE HUGGING AUTO-FOLDING
COMFY AF SUNGLASSES
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...
XPO™ POLARISED LENSES KEEP THE
SUN AT ARMS LENGTH
MORE ABOUT
SHUGS
From Shaving Lives to Shading Eyes - the King of Shades backstory.
From Shaving Lives to Shading Eyes, the King of Shades backstory. My love of sunglasses started in the 1980’s, teaching sailing at the National S...
Read more