Hawkers

Hawkers transformed the sunglasses industry through innovative digital marketing strategies that allowed the Spanish startup to grow explosively without traditional retail infrastructure. Founded by four friends with minimal initial investment, the brand leveraged social media marketing and influencer partnerships to create a global direct-to-consumer phenomenon.

While initially focused on fashion-forward designs at accessible price points, Hawkers has expanded into technical performance categories with specialized lens technologies and durable construction suitable for active lifestyles. The brand maintains its digital-first approach while incorporating sustainable materials including biodegradable acetates and recycled plastics across expanding product lines.

The company's business model innovation extends beyond marketing to include manufacturing partnerships that enable rapid product development cycles responsive to emerging trends and consumer feedback. This agility allows Hawkers to introduce new technologies and design elements quickly, creating a continuous stream of fresh offerings that keep the brand relevant across evolving fashion cycles while expanding their technical capabilities in performance categories.