The New James Bond Movie Isn't Out Yet—But We Already Know 007's Favorite New Sunglasses

A strange email landed in my inbox today. To be fair, I get plenty of emails that follow the format this one did: celebrity wears a thing, brand gets excited, emails get sent alerting the masses. As celebrities weigh more heavily on the choices people make about what clothes to buy and which Fit Tea to use, brands are eager to spread the news and wait for the influence to sink in. That’s all pretty standard. What was strange about this particular email was that it concerned a fictional person, wearing a costume, in a movie that won’t even be in theaters until April 2020. James Bond, it turns out, transcends all precepts of modern influencer marketing.

The particulars: Daniel Craig was spotted wearing Barton Perreira’s $395 “Joe” sunglasses (in black with “vintage grey” lenses, if you want to get the particulars just right) on the set of the upcoming Bond 25 movie. Which is to say: James Bond will be spotted, once the film’s been released next year, wearing Barton Perreira’s “Joe” sunglasses. Quick trigger? Maybe. But if there were ever a time for a brand to jump into credit-claiming mode early, it’s in this case.

The history of Bond influencing how men want to live, drink, and dress is prodigious. Take Billy Reid for example, whose peacoat kept Craig’s Bond cloaked on the streets of Shanghai during a Skyfall scene. Despite the fact that Skyfall came out at the beginning of Barack Obama’s second term, Reid is still basking in the afterglow years later. “The Skyfall effect has lingered well after the movie,” Reid told me over email last year. “We had such demand for the peacoat that we had to take a significant inventory position on raw materials to meet the orders, which have come from all over the world. It is still one of the top-10 selling items for us every fall.” Similarly, GQ reported in 2015 that Bond’s Barbour jacket in Skyfall was pre-ordered hundreds of times because of its inclusion in the movie. When another Billy Reid peacoat was set to appear in 2015’s Spectre, the designer put it up for pre-order.

Bond’s outfits and wardrobe are likely the most obsessed over in all of moviedom, at least when it comes to male audiences. I dubbed Bond’s Skyfall traipsing-through-the-Scottish-countryside ‘fit the most influential menswear ‘fit in movie history. The Barbour jacket, paired with a nice aquatic blue sweater, has been dissected so many times on Reddit it practically deserves its own subforum.

By getting ahead of the movie’s actual release, Barton Perreira is getting a jump on its Bond Bump and the countless Reddit roundups that are imminent. In this situation, it doesn’t make sense for Barton Perreira to wait for its glasses to appear on a quote-unquote real person. They’re worth way more on Bond than they are on Craig—or really any celebrity, for that matter. So, like Barbour and Billy Reid before it, Barton Perreira is leaning on a tried-and-true gambit. 007’s “Joe” sunglasses are currently available for pre-order, shipping in January—four months before the expected release of Bond 25.

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