We've been around long enough to accept that true innovation requires a shift from the rigidity of paradigms. By this, we mean that change requires a bit of turning the status quo on its head, starting over, and reinventing every aspect that's ever been used as a design crutch. Or, in even simpler terms, if you want to see what true innovation looks like, set your eyes upon the Assos Zegho Amplify Sunglasses. Zegho, pronounced 'Zay go,' is a different animal than your typical sports eyewear. You know just by glancing at it that the design cues look to come from the runway shows used for debuting Assos clothing lines. The look not only stands out, but it turns heads. The Zegho is futuristic while being contemporary, fashionable while being practical. These attributes are typical of Assos, evidence that its design is as smart and thorough as its paradigm changing jackets and shorts. And because Assos is Assos, it looked at every single aspect of eyewear in order to figure out what works and what doesn't. It's for this reason that Assos partnered with Carl Zeiss Vision, a leader in lens technology. Zeiss has a reputation for producing lenses of amazing clarity. It not only works in eyewear, but it also develops microscopes and camera lenses. In fact, its reputation is similar to Assos in that its products are thought of as both 'elegant and well constructed.' The Zeiss lens spans the face, 17cm across and 6cm top to bottom at its tallest, affording a full 180 degree field of vision. With this completely unobstructed view, you feel less like you're behind a lens and more like you're headfirst out into the world. The lens has zero optical distortion, which is referred to in shorthand as Assos zOd. Tec. This is an amazing feat considering the long compound curvature of the lens. The lack of distortion is absolutely refreshing. If you regularly wear shabby lenses and try these on, you'll see a remarkable difference. Assos chose to use polyamide for the lens because ...