This Local Eyewear Brand Is Making Sunglasses More Inclusive
Specs for everyone
By Natalie McGowan | 4th September 2025Have you ever struggled to find sunglasses that actually fit your face? Soojee Ford has. Growing up in Queensland with Korean heritage, she noticed a gap in the market for eyewear designed for facial features like hers: a lower nose bridge, higher-set cheekbones, and a wider face.
Now, with the recent launch of her eyewear brand Hyesun, we sat down with Soojee to learn how she’s redefining the fit and feel of sunglasses for a diverse range of faces and ethnicities.
Tell me a little about yourself.
I grew up here on the Sunshine Coast in the hinterland. I arrived when I was three months old after being adopted from South Korea, so in many ways, the Coast has always been home. I did spend about 10 years in Brisbane, but once I had a young family, I moved back here.
Before starting Hyesun, and still today, I work as a brand strategist; before that, I was a graphic designer. So while I have always worked in creative industries, Hyesun was my first step into a product-based business, and it grew out of my own lived experience of not being able to find sunglasses that fit.
What does the name Hyesun mean to you, and why did you choose it for your brand?
Hyesun (‘Hye’ ‘Sun’) can translate into grace and goodness in Korean. I was really drawn to it because it captured the values I wanted this business to represent. But more than that, I wanted a brand name that connected my Korean heritage with my Australian upbringing.
I do not speak Korean natively, so even pronouncing the name has been a journey. It is actually a softer “Heh-Sun.” I have leaned into the more Australianised version because it reflects my own experience of growing up between two cultures. For me, the name Hyesun represents exactly that: heritage and identity blended with the place I call home.
The term “Asian-fit” is often used in the eyewear industry — how do you feel about that label, and what does it mean in the context of your work?
I have mixed feelings about it. On one hand, “Asian-fit” is useful because it is a term people recognise and it helps explain the problem. But it is also very limiting. Facial structure does not directly equal ethnicity. People of Asian descent are not a monolith; some do not have a low nose bridge at all.
At the same time, many non-Asian people do. In fact, low nose bridges are also common in people of African descent and other communities of colour. So, while the term has some value as a shorthand, it excludes a lot of people who experience the same fit issues. While we still use the term, I hope we can shift to talking about eyewear for diverse faces.
What are the most common challenges Asian faces experience when it comes to eyewear, and how does Hyesun specifically address them?
Most eyewear is built for Eurocentric features, with higher nose bridges and narrower frames. If you have a lower nose bridge, these sunglasses tend to slide down your nose, rest on your cheeks, or leave a gap at the top because the angle is wrong. On top of that, many frames are too narrow, which means they squeeze at the temples. These issues aren’t just limited to Asian faces, they affect anyone with similar features across different ethnicities.
Can you walk me through the journey of building Hyesun — from refining the fit to finally launching the brand? Were there any challenges along the way?
The idea had been with me for years, but I started working on it properly about 18 months before launch. I have always loved sunglasses but could never wear the styles I admired. So I researched them right down to the millimetre to figure out what did not work for me, and what needed to change.
That process showed me we needed more width across the frame, a narrower bridge, extra padding, and a flatter profile. We went through two rounds of prototyping across six styles, and then another nine months in manufacturing, refining the materials and details.
I wanted sunglasses that were not just a statement accessory, but durable. So we chose Mazzucchelli M49 acetate, which is biodegradable and compostable, paired with German OBE hinges and CR-39 lenses. The biggest challenge was not just the product; it was stepping into the unknown and figuring out things like how much stock to order as a brand starting from zero.
Where do you find inspiration for your designs?
The first collection was inspired by the shapes I had always loved but could never wear: 70s aviators, bold cat eyes, classic ovals, and clean square frames. To me, sunglasses are like shoes or handbags; they are functional, but they are also fun. They are a statement piece that can completely change how you feel.
So, the first six designs came from that love of timeless styles, reimagined in a way that would finally fit me, and everyone else who has struggled like I have.
Since launching, what has been your proudest moment so far?
My proudest moment so far has been the connection I’ve created with my identity. I was adopted from Korea as a baby, and for most of my life, I only thought of myself as Australian. I didn’t really describe myself as Korean, and I don’t think others would have either. Until Hyesun, I rarely spoke about my Korean heritage or adoption. The brand has given me the opportunity to explore that part of myself, to share my experiences, and to feel proud of my story.
Looking ahead, what’s next for Hyesun? Do you have any upcoming projects, collections, or goals you’re excited about?
The immediate goal is to bring out new colourways. People have seen samples and are already asking for them. But the priority right now is getting our first collection into the hands of people who have never had sunglasses that truly fit. Longer term, I’d love to expand our eyewear into optical glasses and explore collaborations with people who have inspired me from afar while I have been building Hyesun.
Is there anything you want to add?
I think so many products and services are designed for the majority, and anyone who falls outside of that is often under-catered for. Our focus is low nose bridge fit, but it is also about people of colour, Asian identity, and representation. At the same time, I think there is a bigger story here around inclusion in design. That includes ethnicity, body types, accessibility – all the ways people experience the world differently.
We are definitely not the first brand to play in this space, but I hope we are one of the earlier ones in a trend that continues to grow. My hope is that Hyesun sparks the conversation about designing for niche markets, even when they are not the largest market size.
Shop some of our favourite styles from Hyesun below:
