Google is seeking to dispel scepticism about its Google Glass wearable technology by partnering with glasses maker Luxottica to make Ray-Ban and Oakley versions of the device.
The tie-up comes shortly after Google went on the defensive concerning its Google Glass product with a blog that sought to dispel ten "urban myths", including one that stated "Glass Explorers are technology wearing geeks".
Google’s partnership with Luxottica will "match up high-tech developers with fashion designers and eyewear professionals" in order to create a team devoted to "the design, development, tooling and engineering of Glass products that straddle the line between high fashion, lifestyle and innovative technology".
Luxottica has confirmed its Ray-Ban and Oakley brands will form part of the collaboration with Glass with further details to be disclosed at a later date.
Andrea Guerra, chief executive officer at Luxottica Group, said: "We have come to a point where we now have both a technology push and a consumer pull for wearable technology products and applications.
"Seeing such a future, over the last years, Luxottica invested heavily in building-out our technology platforms and digital solutions to combine with our products excellence.
"We believe that a strategic partnership with a leading player like Google is the ideal platform for developing a new way forward in our industry and answering the evolving needs of consumers on a global scale."
Luxottica has previously experimented with integrating MP3 and heads-up display (HUD) technology into its glasses.
The two companies claim the first collection of glasses will combine high-end technology with "avant-garde design" and claim the "sophistication and elegance" of the products will be a big step forward in wearable technology.
The article first appeared on MarketingMagazine.co.uk