They ruined another one.
Supreme. Bought out. Swallowed whole by Luxottica—the same beast that already owns Ray-Ban, Oakley, Persol, and most of the shelves in every Sunglass Hut from here to Milan.
The streetwear rebel that once flipped the bird to the system now reports to the same suits who mark up frames 1,000% and call it luxury.
They think they won. They think we’re asleep.
But they forgot about David.
Not the underdog. The sniper. The one who knew Goliath’s armor wasn’t perfect. The one who didn’t beg for approval, didn’t play by the rules, didn’t need a boardroom to make a move.
Time-Place is David.
We’re not here to be liked by the corporations. We’re here to make them nervous.
We’re here because we’re done watching them gut American originals.
Done watching them drain culture and fill it with quarterly reports.
Luxottica isn’t just a monopoly—they’re the end of soul in this industry.
They don’t build stories. They buy them, bleach them, and hang them in the mall.
We’re not going for mass production.
We’re not chasing IPOs.
We’re building legend, one frame at a time.
Handcrafted, hard-earned, no shortcuts.
Worn by people who know the difference between hype and heritage.
This isn’t a fashion war. It’s a story war.
And we’re armed with real ones.
Let Goliath keep buying history.
We’ll be too busy making it.