Affinity Optical Unveils a New Website and Launches Identity Eyewear Worldwide

As the global optical industry gets ready to gather in Paris, we're excited to share two milestones: a newly redesigned Affinity Optical website, and the global launch of our new brand, Identity Eyewear.

A new home for Affinity Optical

Since we founded Affinity Optical in 2022, our mission has been to put decades of optical industry experience to work for our partners, from leading global brands to small chains and independent practices. Our new website at affinityoptical.com is built to make that experience easier to access.

Whether you're an existing partner or discovering us for the first time, the new site makes it simpler to see what we offer and get in touch.

Introducing Identity Eyewear

Alongside the new website, we're proud to launch Identity Eyewear globally. It's a new collection of business and luxury designer frames in both classic and contemporary styles.

Identity was curated by three eyewear professionals who have worked together for many years: British retail specialist Kerry Pullin, Danish optometrist Lene Ringmann, and Chinese optical entrepreneur Sunny Wang. They set out with a simple goal: to offer excellent design and high product quality at a price that surprises people.

Quality you can see and feel

Every Identity frame is made with premium Italian Mazzucchelli acetate and fitted with German OBE Präzision hinges. These materials are chosen for durability, comfort, and finish. The collection comes in a refined palette of mature, sophisticated colours, designed for wearers who want their eyewear to reflect confidence and personal style.

Made by experienced hands

Identity is manufactured by one of China's largest privately owned optical companies. It has more than 30 years of history and an award-winning track record supplying leading global brands. Its in-house design team created the collection, reimagining vintage-inspired shapes and developing fresh contemporary styles.

Three collections, one philosophy

Identity launches with three distinct lines:

• Business Professional: polished, understated frames for the working day.
• Luxury: elevated designs with premium detailing.
• Retro: vintage-inspired styles reinterpreted for today.

Behind all three is the brand's guiding idea: Be Yourself. We want everyone who wears Identity to feel confident in who they are, and confident in the quality of what they're wearing.

What this means for our partners

For practices and retailers, Identity offers a collection that combines designer aesthetics, trusted European components, and strong value. It's the kind of range that helps you meet patient demand for style and quality without pushing prices out of reach. Paired with our new website, it's now easier than ever to explore the collection, place orders, and work with our team.

Just in time for SILMO Paris 2026

We've timed both launches for the start of the industry's autumn season. SILMO Paris 2026 runs from 25 to 28 September at Paris Nord Villepinte. It is one of the key international meeting points for the optical and eyewear sector, bringing together close to 900 exhibitors and more than 1,500 brands from over 40 countries.

With the new website and the Identity collection now live, buyers, opticians, and distributors can explore our full range before, during, and after the show.

Our team will be at SILMO. Contact us to book a meeting.

Explore today

• Visit the new Affinity Optical website: affinityoptical.com
• Discover the Identity Eyewear collection: identity-eyewear.com

To learn more, request samples, or become a stockist, contact our team. We'd love to hear from you.