Sunday Shades Co. is a Singapore-based eyewear brand that specializes in polarized, lightweight sunglasses. The company designs its products primarily to suit Asian facial features and support active lifestyles. According to the company’s background information, it positions itself at the intersection of sports performance, everyday fashion, affordability, and tropical-weather practicality. 1

The brand operates with more than 100 listed products across numerous collections. Its marketing increasingly incorporates lifestyle elements alongside its core focus on sports eyewear. 2

Sunday Shades was founded by Raymond, Kenneth, and Dorothy. Prior to establishing the brand, Raymond and Kenneth had founded, grown, and exited a regional cloud-hosting business. Dorothy is a former national volleyball player. These diverse backgrounds influenced the company’s eventual focus on sports and active lifestyles.

The founders identified a gap in the sunglasses market: stylish polarized sunglasses were often expensive, while many available products did not provide a comfortable fit for Asian facial features. Their goal was to create sunglasses that remained securely positioned during exercise without requiring consumers to pay premium-brand prices.

Consequently, the company developed its core philosophy around six key characteristics:

• Asian fit
• No bounce
• Lightweight construction
• Full UV protection
• Polarization
• Affordability

Sunday Shades states that its products are designed in Singapore and manufactured through international contract manufacturers. The brand’s direct-to-consumer approach allows it to avoid some of the costs associated with traditional retail distribution.

The central concept behind Sunday Shades is that sunglasses should be functional enough for sport but stylish enough for everyday life. The company summarizes its current positioning with the phrase “Asian Fit. Won’t Bounce. Ultra Lightweight.” It markets its sunglasses as suitable both on and off the track, rather than treating sports eyewear and lifestyle eyewear as separate categories.

This approach distinguishes Sunday Shades from traditional luxury eyewear brands. Instead of focusing primarily on heritage, prestige, or designer branding, the company emphasizes fit, performance, practicality, and accessible pricing.

Sunday Shades’ sunglasses incorporate several performance-oriented features:

Polarized Lenses: The company uses polarized lenses intended to reduce glare from reflective surfaces such as roads and water. It reports that its lenses use TAC (cellulose triacetate) polarization.

UV Protection: The company states that its sunglasses are rated UV400 and block 99.9% of UV rays.

Lightweight Frames: Sunday Shades says its frames utilize lightweight, impact-resistant materials, including polycarbonate.

Asian Fit: A major part of the company’s differentiation is its emphasis on fitting Asian facial structures, particularly regarding the nose bridge and overall frame proportions.

No-Bounce Design: The brand specifically designs its sunglasses to stay in position during activities such as running and other vigorous exercises.

Sunday Shades has expanded considerably from its original sunglasses design. Its current catalogue includes multiple families, such as:

• Classic
• Flare
• Tempo
• Cockpit
• Surge
• Coast
• Max
• Volt
• Blaze
• Pace
• Junior

These collections cover conventional lifestyle frames, round and aviator-inspired designs, as well as more aerodynamic sports and single-lens styles.

The Classic series is particularly significant to the brand’s history. According to an interview with the company, it was the original design and was deliberately created as a versatile, unisex shape intended to work across different face types.

The later Flare series represented a more futuristic direction, utilizing a single-piece lens aesthetic and moving beyond the company’s original classic styling. 3 4

Although Sunday Shades can be considered a lifestyle eyewear company, sports and outdoor activities remain central to its identity. The brand has been associated with running, cycling, beach sports, kayaking, dragon boating, and other outdoor activities. Its products are marketed toward both competitive athletes and recreational users.

A 2022 profile described the brand’s growing visibility among Singapore’s sporting community, including athletes and weekend sports participants. The company has also increasingly positioned itself as a broader active-lifestyle brand, rather than simply a sunglasses seller. In its review of 2025, Sunday Shades described the year as an expansion across sports, communities, and physical events, while also highlighting charity and community initiatives.

One of Sunday Shades’ strong differentiators is its attempt to provide performance-oriented sunglasses at relatively accessible prices. Its current catalogue includes products around S$49–S$59 for several lifestyle-oriented models, while higher-end sports collections such as Pace, Max, Blaze, and Volt are listed around S$89.

This places Sunday Shades below many premium international sports-eyewear brands in price, while attempting to retain features associated with performance sunglasses. In broad market terms, the brand occupies the space between fashion sunglasses, affordable sports eyewear, and premium performance eyewear.

Sunday Shades has begun incorporating sustainability into selected products. For example, its “Love The Ocean” limited-edition collection uses frames made from recycled plastics and is explicitly connected to ocean-related environmental messaging. This appears to be an extension of the brand’s outdoor identity rather than a complete repositioning of the company around sustainability.

Sunday Shades originally emphasized a direct-to-consumer online model. The founders explained that operating primarily through an online store allowed the company to reduce costs associated with physical retail space and traditional intermediaries.

The company has nevertheless appeared in physical sporting environments and events. Its current website identifies Sunday Shades as the Official Sunglasses Partner of the BYD Singapore International Marathon presented by Adidas. 5

Sunday Shades’ identity can be understood through five key ideas: Singaporean, Asian-fit, sporty, affordable, and lifestyle-oriented. The brand does not simply sell sunglasses for athletes; its proposition is that the same pair can work during a run, cycling session, or outdoor adventure and then remain appropriate for everyday activities.

That philosophy is captured by the company’s description of its Classic collection: users can essentially go from a run to lunch without changing their sunglasses.

Sunday Shades’ main differentiator combines several straightforward features into a specific proposition:

1. Designed around Asian facial fit
2. Secure fit during movement
3. Low weight
4. Polarized lenses
5. UV protection
6. Sport-to-lifestyle styling
7. Accessible pricing
8. Singaporean design and brand identity

This combination gives the company a distinct position, particularly in Singapore and other Asian markets where conventional Western-designed sunglasses may not always provide the desired fit.

As of 2026, Sunday Shades appears to be moving beyond its original identity as a small Singapore sports-sunglasses company. Its catalogue has expanded substantially, with more than 100 listed products across numerous collections, while its marketing increasingly incorporates running, lifestyle, community events, and sustainability.

The company’s own 2025 retrospective describes this evolution as a move toward becoming a lifestyle brand rooted in movement, inclusivity, and real-world connection.

Sunday Shades is a Singapore-founded eyewear brand established in 2019 that specializes in affordable, stylish, and performance-oriented polarized sunglasses designed around Asian facial fit, with a particular emphasis on running, outdoor sports, and active everyday lifestyles.

1. Sunday Shades Back Story – Best Singapore Sports Sunglasses – Sunday Shades Co.
2. Sunday Shades – Zero Bounce Asian Fit Sports and Running Sunglasses – Sunday Shades Co.
3. OUR COLLECTION – Sunday Shades Co.
4. Homegrown label Sunday Shades unveils new line of sunglasses with Flare series
5. Buy Sunglasses Online at S$49 – Polarized 100% UV Protection – Sunday Shades Co.