Self-expression as an act of resistance.
In a world ruled by humanoid machines that erase memories, identities and differences, a robot named EV11 discovers a briefcase with a pair of Clubmasters inside. When he puts them on, something changes: a flash of memory, the beginnings of consciousness. Branded a deviant, he escapes the simulation and reappears in the real world as Kim. There he finds other rebels who, like him, have awakened. The final gesture—placing a pair of Ray-Bans on a sleeping girl—is the beginning of a new cycle of liberation.
It is no coincidence that these glasses become the catalyst for change: in this dystopian universe, the brand symbolises the crack in the system, the spark of individuality that refuses to be erased.
The launch took place in Seongsu-dong (Seoul), Korea‘s creative epicentre and cultural hub that is setting the tone for a global generation. With this, the brand continues to set the pace for a global generation, connecting with Gen Z through authentic international phenomena.
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