By: Andi Stark

Privacy concerns have become more prevalent as digital technology increasingly permeates daily life. Advances in artificial intelligence (AI) that can capture, replicate, and manipulate images raise questions about the limits of personal freedom in public spaces.

NeuThrone, a new player in the luxury streetwear market, is tackling these concerns head-on with its VISIONARIES sunglasses. Debuted at New York Fashion Week, the sunglasses offer a novel “deepfake camouflage” feature that disrupts AI systems’ ability to copy human faces. NeuThrone’s founders, Tim Shea and Eze Blaine, have created a brand that merges high fashion with technological privacy solutions—a first in an industry still adapting to AI’s impact on personal privacy.

A Fusion of Fashion and Privacy Technology

NeuThrone’s VISIONARIES sunglasses reflect an emerging trend: blending fashion with function. The brand’s “deepfake camouflage” design addresses a pressing issue for those who are wary of AI’s encroachment on their personal privacy. The eyewear features an invisible watermark that interferes with AI systems like Stable Diffusion, making it difficult for the systems to capture and replicate the wearer’s face. In doing so, the VISIONARIES line goes beyond aesthetics, catering to individuals who seek to limit the collection and misuse of their digital identity.

The glasses’ unique feature speaks to a growing demand for privacy-conscious products. According to a survey by the Pew Research Center, 64% of Americans feel that privacy protections are insufficient in the current digital environment. “People want more control over how their images are used,” says NeuThrone’s CEO Tim Shea. “Our goal with VISIONARIES is to create something stylish yet practical—a way for individuals to take back a bit of their personal privacy.”

The Technology Behind “Deepfake Camouflage”

The technology embedded in NeuThrone’s sunglasses incorporates complex algorithms designed to disrupt AI systems.  Normally, AI systems can effortlessly replicate someone’s likeness, based on a small number of photographs.  But the sunglasses interfere with this ability, overloading the AI tools with superfluous detail so that they struggle to faithfully reproduce the subject’s face.

Unlike similar products that may compromise style for function, the VISIONARIES glasses remain visually appealing, akin to designs from luxury houses like Yves Saint Laurent or Off-White. Shea and Blaine, veterans from the advertising industry, wanted to create a functional and elegant line. “It’s critical that we create products that blend into daily life,” explains Shea. “We didn’t want this to feel like another high-tech gadget; it’s streetwear with a purpose.”

The glasses’ functionality is inspired by a suite of AI technologies like Stable Diffusion that NeuThrone repurposed for personal privacy. The deepfake camouflage watermark builds on open-source AI tools, adapting them to mask human likenesses rather than recreate them. This technological pivot speaks to a new kind of consumer product where privacy is integrated by design.

A Strategic Debut at New York Fashion Week

NeuThrone debuted with a purposefully provocative launch at New York Fashion Week, where its VISIONARIES sunglasses quickly caught attention. The event provided a platform for the brand to engage directly with an audience of fashion insiders, influencers, and early adopters. The brand’s sunglasses sparked intrigue not only for their style but for their potential as privacy-protective fashion.

By presenting at Fashion Week, the brand captured the interest of influencers who shared the product on social media, leading to further conversations about digital privacy. The event’s visibility allowed NeuThrone to connect with consumers who value control over their digital identity.

The Founders’ Vision: AI for Privacy and Identity

NeuThrone’s founders bring a background in advertising and brand-building to their venture, drawing on years of experience working with major brands like Apple, Nike, and Facebook. Shea and Blaine met while working at TBWA\Chiat\Day, an ad agency where they learned the power of storytelling and branding. With NeuThrone, they are applying that experience to a venture that focuses not only on aesthetic value but also on ethical implications.

For Shea, the rise of generative AI presents both a challenge and an opportunity. “There’s a real anxiety around AI right now—especially about how it’s being used without consent,” he says. “We wanted to offer something that spoke directly to that, something that would empower people.”

Blaine, the Chief Creative Officer, has a similar outlook, believing that brands should reflect cultural shifts. He emphasizes that the design of VISIONARIES is rooted in an understanding of AI’s impact on society and individual autonomy.

NeuThrone’s Market Position and Future Plans

NeuThrone’s VISIONARIES sunglasses are a significant step forward in the emerging market for AI-enhanced luxury products. Unlike traditional brands, which may see AI as a means of production efficiency, NeuThrone applies AI with a consumer-first perspective to enhance privacy rather than solely as a marketing tool. According to a recent forecast by Grand View Research, the global luxury eyewear market is expected to grow at a compound annual rate of 4.1% from 2023 to 2030, reaching over $24 billion. The company’s entry into this market coincides with the trend toward more specialized, tech-driven luxury goods.

The company’s plans go beyond sunglasses, with future releases to expand its “deepfake camouflage” technology into other wearable products. The team has hinted at partnerships with creators across industries, including rappers and filmmakers, who share concerns about digital privacy. The company’s strategy includes a series of limited-edition product drops, tapping into the growing “drop culture” trend in luxury fashion.

NeuThrone’s next release will be auctioned in a Dutch-style format, a nod to the exclusivity that appeals to its target demographic. By meaningfully incorporating AI into luxury streetwear, NeuThrone is not only setting a precedent for privacy-conscious fashion but also responding to a critical societal issue.