Our Story

The sunglasses are a prop.

I'll say that plainly, because it's true and because most brands wouldn't.

Good quality props, though. Handcrafted, hypoallergenic, UV400, made to outlast the season you bought them in. That part I am exacting about. But the object was never the point — what it represents is.

I love sunglasses. I always have. Fashion is a quiet but loud form of art — it tells you everything about a person before they open their mouth. That's why I chose an object, and why it had to be one that goes on your face.

Before this, I spent seven years as a police detective. Seven years of looking past what a person shows you to work out what is actually there. I founded Privado in April 2020. It was less of a turn than it sounds.

Your eyes are how you navigate this world. They read a room, a person, a moment. And sometimes they need protecting — not always from the sun, but from the energies that surround us every day.

See, sunglasses are the only thing you can wear that works in both directions at once. You see out. No one sees in.

That's the whole idea. And it's in the name.

Privado is Spanish for private.

Private the way a good pair of frames is private — you're right there in the room and still unreadable. And private the way a mind should be. I don't believe in being restricted to a single niche or idea. Privado came from refusing that.

So our designs are shields and veils at once. They protect your vision and they keep your mystery yours. Maintain your mystery isn't a line I wrote for a campaign. It's the function.

Every frame is named for a species of owl. Bubo. Strix. Tyto. Noctua. Sixteen of them so far. The owl is the creature that sees what the rest of us can't — in the dark, without noise, without announcing itself.

And that is what sight beyond physicality means. Not a slogan. A practice. Redefining perspective so you can see past the ordinary, past the surface, past the story you inherited about how things are. What you find out there begins with what you find in here.

The frames are how that becomes something you can hold.

You're investing in a message, not a family name.

This is Privado. Thank you for being part of it — this is just the beginning.