Ray-Ban's origins date back to 1853, when opticians Bausch & Lomb set up their ophthalmology and research company in the United States. Supplying the US Navy with binoculars and telescopes, the company was commissioned by Lieutenant John A. Macready to design "wraparound panoramic protective" glasses. This marked the birth of RB3 lenses, developed to filter out ultraviolet and infrared rays. Initially called Antiglare, this lens was later patented under the name Ray-Ban.
The Ray-Ban brand was officially born in 1937, with the launch of the Aviator model, specially designed for US Air Force fighter pilots.
US Air Force pilots - 1943
In the 1940s, these glasses became an emblem of Americana, like Levi's jeans and the Zippo. Later popularised by the iconic Tom Cruise in "Top Gun", this model remains a timeless classic.
In 1952, the brand launched another signature model, the Wayfarer, the brand's first acetate model. The pair quickly became a symbol of pop culture, adopted by music and film icons such as Bob Dylan, Andy Warhol and Audrey Hepburn.
Tom Cruise in Risky Business by Paul Brickman
To boost sales, Ray-Ban invested heavily in product placement in the movies. Appearances in the films "Blues Brothers" in 1980 and "Risky Business" in 1983 boosted sales of the Wayfarer model by 50%. This further contributed to the myth of the product.
"With my sunglasses on, I'm Jack Nicholson. Without them, I'm fat and 60."
Other models did not need to appear in the cinema to become popular. This is the case of the Olympian model, adopted by the 'paninari' in Italy in the 1980s. These young Milanese wore bombers, Timberlands, Armani jeans, Stone Island jackets and Moncler down jackets. To complete the look, they wore one of the Olympian models. This style eventually conquered the whole of Italy and became a real fashion phenomenon among young people, making all these brands successful.
"Paninari" in front of the Burghy fast-food restaurant, Piazza San Bibila, 1987. Photo by Egizio Fabbrici
