In an industry where heritage and innovation often stand at odds, Lunettes ALF has quietly carved out a space defined by restraint, refinement, and artisanal integrity. Founded by two brothers who brought together expertise in optics, design, and international business, the French eyewear atelier stands as a testament to craftsmanship elevated by timeless style. With frames produced in Normandy and Japan, Lunettes ALF positions itself not as a trend-driven label, but as a custodian of quality and authenticity—a philosophy that resonates with a new generation of discerning consumers.
To better understand how Lunettes ALF translates philosophy into practice, we spoke with the founders about their vision for independent eyewear, the values guiding their craftsmanship, and the strategies shaping their growth. What follows is a conversation that sheds light on how the brand balances heritage and innovation while navigating one of fashion’s most competitive niches.
What is the underlying philosophy that guides Lunettes ALF’s design and production?
Our philosophy is to create eyewear that blends artisanal precision, timeless style inspired by the elegance of the 1920s to 1970s, and a discreet sense of uniqueness. We aim for frames that feel natural, last over time, and never chase trends.
How do you currently perceive the market for independent eyewear brands?
The independent scene is dynamic, with growing interest from consumers seeking authenticity, quality, and attention to detail—values we genuinely share. At the same time, it remains highly competitive, requiring clarity of vision and a strong identity.
Can you share the brand story and the inspiration behind Lunettes ALF—particularly how the founding by the two brothers came about? What sets Lunettes ALF apart from other eyewear brands regarding materials, craftsmanship, and sustainability?
Lunettes ALF was born from the complementary strengths of two brothers: one is an optician and eyewear designer, the other comes from an international background in sales and marketing. Together, they merged creative vision with business expertise and, above all, a shared passion for creating a beautiful, lasting object—one that could be passed down from generation to generation.
What sets us apart is the alliance of traditional know-how, meticulous material sourcing, and a commitment to understated elegance. ALF stands for Atelier de Lunetterie Français (French Eyewear Workshop), a name that reflects our commitment to craftsmanship. Each frame is made in Normandy, France or in Japan by artisans, with an emphasis on durability and responsible production. Our personal signature is a hand-applied red thread on one of the temples, a finishing touch that seals each frame and certifies it has passed our human quality control.
What are your future ambitions for the brand (e.g., expanding product lines, new markets, collaborations)?
We want to remain focused: expanding thoughtfully into new markets, developing subtle variations of our core collection, and building collaborations that share our values of craftsmanship and authenticity. Indeed, we love working as a team, so collaborations will play a role in our future. We will also continue to expand our Japanese-made metal frames. Last but not least, in October, we are opening a practice in the 17th district of Paris with a family member who has been an optician for 30 years. Of course, the full ALF collection will be available, but we will also feature other friends’ brands, more to come soon.
How do you see the current distribution landscape for independent eyewear brands?
Selective distribution is key. Independent eyewear brands thrive in curated spaces—opticians and concept stores that value storytelling, craftsmanship, and authenticity, not just products. These are the places where true connections with clients are built.
This is why we work closely with our partners in their pursuit of differentiation. They are looking for originality and uniqueness, and we aim to support them with an offering that is both distinctive and meaningful
In how many retail locations are you currently present?
We are present in just under 200 carefully selected locations in 18 countries so far, from independent opticians to concept stores. In the long run, our goal is to be distributed in 500 opticians and fashion stores worldwide.
Could you share some business insights on your sales and distribution approach—do you work with agents directly, and do you have dedicated in-house team members?
We work closely with trusted agents in certain markets and keep a lean, dedicated in-house team. This balance allows us to stay agile while ensuring consistency in brand values.
If possible, could you also give us an idea of the annual sales volume in terms of frames sold? As a niche brand, we want to keep production deliberately limited, ensuring each frame reflects our standards of quality and exclusivity. We expect to sell around 6,000 frames this year and plan to double that within the next three years, in time for our 10th anniversary.
Conclusion
As the independent eyewear sector becomes increasingly competitive, Lunettes ALF demonstrates that enduring success lies in clarity of vision: a commitment to meticulous craftsmanship, responsible production, and authentic partnerships with retailers. With a deliberate approach to expansion, ambitions rooted in collaboration, and a growing global presence, the brand remains firmly focused on cultivating a legacy of elegance and longevity. In doing so, Lunettes ALF continues to shape a narrative where eyewear is not merely an accessory, but a symbol of artistry, heritage, and enduring value.
