By Deirdre Carroll
Associate Editor

 
Tony Guerrero Sutro Vision
SAN FRANCISCO--Sutro Vision, a new independent luxury brand based here, has launched their first sun collection which takes a fresh look at conventional eyewear construction.


 
The Guerrero (top) and Simone (bottom) from Sutro Vision.
 
Sutro grew out of the collaboration of friends, Tony Guerrero, Amani King and Jeff Sand, who grew up immersed in the San Francisco skateboard, snowboard and music scenes and whose backgrounds prior to launching Sutro had very little to do with the eyewear industry.

The decision to make eyewear came from their frustration with not finding a brand that had product they respected and an image they identified with. “We’re at a point now in our lives where we really appreciate quality and good design,” said King, director of marketing and brand direction. “We saw a real opportunity to create a brand built around superior product with an image we connect with.”

“Our goal is ambitious, to build a brand around quality, long term,” added Guerrero. “There are too many disposable items in the world these days. We are striving to make an item that is precious, the thing that you make sure you take care of. Building a quality product that lasts and doesn’t need to be replaced in two weeks is the original ‘green’ idea.”

“Many of the design conventions in the eyewear industry are merely ‘good enough’ solutions,” said Sand, product designer, who has created everything from bicycle components and snowboard bindings to modern furniture and holds over a dozen U.S. patents. “Through better design and sourcing of non-traditional materials we’ve been able to eliminate many common flaws.”

An example is the patent pending Sutro Ratchet Hinge, a stainless steel ratcheting hinge that is integrated into the frame for heightened strength and durability. The ratchet keeps the frame closed when hanging from a shirt pocket and allows the use of a lighter more comfortable spring. The company is so confident in the design of their hinge they offer a lifetime warranty on it. The Sutro collection is priced to the dispenser between $107 and $122.