Last week I was privileged to be offered to the opportunity to interview Jason Kirk, MD of World Famous Kirk Originals, to get to know the man behind brand, the new store and the future.
This is what I found out!
Who is Jason Kirk/Kirk Originals?
Jason Kirk is half of Kirk Originals! The quiet genius behind the brand is Karen Kirk. Together we create eyewear that challenges preconceived ideas about what glasses should be.
Kirk originals is about how you feel when you put on a pair of glasses......not just how you look.
What made you go into eyewear?
My grandfather (Jason's) was a famous optical manufacturer and designer, a true pioneer that helped make London a centre of optical excellence. My Dad, now retired, was also an optician. Growing up in optics, it did not appeal to me as a career, it always seemed so dry until one day, I was helping my dad clear out his practice and we found boxes of beautiful glasses from the 1950s and 60s that Grandpa Sidney and his brother Percy had created. They were amazing and inspired us to put pencil to paper.
How does it feel to have your flagship store in London?
It is a pleasure and an honour to be amongst the coolest shops in the world. London is the epicentre of all things creative; music, fashion, art. We are proud to be a part of that scene and we hope that what we are doing will contribute to London's unique appeal.
With the decor what was your vision/concept?
We want the whole experience to be amazing. From hearing about us to wearing a pair of Kirk Originals and not being able to wait to get your next pair. The concept is that everybody is unique, special in their own way and they should feel special when they come in. Glasses are something that most of us have to wear every day so how great is it when an obligation becomes a source of pleasure? We wanted the eyewear to have a life of its own, a personality and we hope that, with the help of Campaign Design, we have achieved that.
Are there more plans for more stores in London or other parts of the UK?
Yes we do and you are going to ask me "where?" aren't you? Sorry I can't tell you or I'd have to kill you but suffice to say that the UK is strangely lacking in good creative optical stores and so there is room to open, not only in London, but elsewhere in the UK.
For myself I love the Kinetics collection, what is your favourite piece/s and why?
I am with you on that. The Kinetic Collection is a true first in optics. It takes a simple idea but they are so enjoyable to wear. I particularly like the white Chip frame with the skull motif.
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| Spectrum and Skull from the Kinetic collection |
How important is social media marketing to Kirk's Originals
Extremely. We try hard to maintain a presence online but what I love is that social media can be so honest. If you get things right people spread the word for you, if you get it wrong, good luck.
Where do you see the future of the company going?
We are very ambitious. We sell our frames to opticians in 45 countries but right now we are looking at retail as the way forward. Having our own stores allows us to listen closely to immediate feedback and to learn where to go next.
Check out Kirk Originals new concept store in London's Conduit Street, W1 or alternatively visit
Kirk Originals
Special Thanks to Jason and Karen Kirk and Mercedes Simpson of Brayleino.
