The more modern fashion, accessories, and other material possessions become, they seem to lose some sort of vintage elegance and forgotten class-they lose their sense of individuality and nothing becomes a “got-to-have” item. However, there are those small pockets of designers who still understand the idea of combining novelty and tradition into one beautiful, innovative, classical look: Jason Ng.

New Zealander Jason Ng has given us Cassius Eyewear-a brand whose birth was inspired to be the alternative to high-end eyewear companies. That is not to say, however, that the brand has inherently a dive in quality or care. Cassius Eyewear relies on its frame, colour, and design to define its look and feel, not some blatant logo (which is intentionally subtle on the sides of the frames). Crisply defined lines, eye-catching monochromes, and interesting silhouettes give Cassius Eyewear a modern and yet classically 20^th century architecture feel.

Just beyond the first year of production, Cassius Eyewear has received major attention through widely published magazines as well as many trend-setting blogs and word-of-mouth. From Kanye West to Lady Gaga, from Rihanna to The Killers, the stars have seemed to enjoy the brand as well. Yet, the eyewear itself is perhaps the most effective advertisement. The glasses really stand out in a crowd and would set any carrier apart from the other generic eyewear while walking down the busy, summer urban streets.

The brand gains ever-growing attention from the press and celebrities that it makes it quite difficult to write an up-to-date report on the brand. Even the designer finds himself flooded with constant reports, reviews, and interviews that he tries to update us about with his own blog for his eyewear (cassiuseyewear.blogspot.com/). We, however, were able to get a quick Q&A with Jason Ng:

What have been some of the biggest challenges coming out the gate setting Cassius apart from other Eyewear companies?

Well I think there are always challenges to overcome with establishing any label, brand or business in a global market, and especially during a “recession”. However I have no complaints, Cassius Eyewear has progressed naturally but very quickly in a short time-having only really been on the global radar for less than a year.

I set out to create Cassius Eyewear with the ideology that the focus should be on classic shapes and the frame itself, and hence on the wearer, rather than on excessive branding and omnipresent marketing campaigns. Cassius Eyewear references a postmodernist look and attitude of the 1960′s and 70′s but for a new Generation YZ of modern consumers, filling a niche for avid vintage collectors and very much targeting those who want an alternative to luxury branded eyewear.

The response has been overwhelming from the onset, however we can’t take credit for everything. We hustle hard, we have to being based in New Zealand which is very isolated, but its a combination of carefully managing the brand and our resources; plus there are the people that have really liked, and supported what we’ve done from inception (like the buyers, celebrities, key editors, media and press such as Limité) that I’m grateful to.

You’re just shy of your one year mark, what other plans and collaborations does Cassius have up it’s sleeve?

We have a lot of things, in fact too many, in the pipeline at the moment which we need to go through strategically and decide what is going to work to our advantage as far as facilitating growth, and what could potentially be a waste of time and resource for Cassius Eyewear.

Coming up to our one-year mark, we’re planning something special, but that’s as much as I can say so everyone will have to wait and see. As far as collaborations, we’ve approached and been approached by a number of companies and individual who we have a lot of respect for in this and other industries internationally, and our first collaboration is due for a Northern Hemisphere release in spring 2010 if not sooner.

My personal ethos when it comes to collaborations, is I love them. I love the passionate exchange of ideas with like-minded brands (you can really tell they love what they do) and designers with similar goals, outlook, and who are in a position comparable to where Cassius Eyewear is globally. But I do think the current trend for collaborative projects right now is becoming excessive; its everywhere and its starting to really water down the unexpected cool factor and is more a case of “oh, another one…“.

What were you doing before you launched Cassius?

I studied and trained in fashion design and management in New Zealand and Australia, before moving to London where I worked extensively in fashion, marketing, public relations etc. I was young and wanted to learn everything, I still do.

On returning home to New Zealand a few years ago, I established, developed and rejuvenated about half a dozen modest street-wear labels before setting up an agency to curate and showcase the best brands that represent what is happening internationally in apparel, footwear and naturally, accessories. Cassius Eyewear was established thereafter in 2008.

You want Cassius to be a alternative to luxury eyewear, why’s that?

I think there is a large proportion of consumers who don’t necessarily want or are drawn to luxury branded eyewear. Cassius Eyewear quite simply provides another alternative option.

We also limit current global production and distribution to 300 units per style and colour, to ensure they receive the same exclusivity and quality as luxury branded eyewear but can have confidence in the fact that, (to reinforce what I said earlier), that Cassius Eyewear isn’t omnipresent and essentially, not everywhere. Cassius Eyewear is very much for ‘those in the know‘.

Any possibilities that you will branch into other forms of accessories?

I have toyed with the possibility in the distant future, but for now I think I’ll concentrate on eyewear in the short term-and really build on establishing Cassius Eyewear one step at a time. The biggest mistake we could make right now, during a “recession”, is trying to spread our resources out too thinly and wanting to do everything at once. Building a brand, not just any brand but an enduring brand, takes years.

But if we do branch in to other forms of accessories, Limité will be the first to know..

When did your love for eyewear begin?

It primarily stemmed from a love of accessories when I was studying fashion; bags, belts, hats, jewelry, shoes and of course eyewear.

As a student, I couldn’t necessarily afford the “de rigueur” designer threads but I often could afford the designer accessories-I guess that mentality stuck.

Eyewear is important, to serve not just a practical and functional purpose, but it has been elevated to very much a cult and fashion statement since the 20th century.

Favorite pair?

I really depends as I wear them on a rotational basis but I have to give credence to them all: the Corbu is a great contemporary shape befitting of its name-sake and colours devised to echo Bakelite and retro 80′s electro-synth pop; the Pawson is a modern-take on a classic silhouette and inspired by unifying internal and external spaces; the Nouvel with it’s large, almost alien-like frame and brown tinted lenses is full of simplicity and delicacy.

The styles that people have responded to well, vary depending on region-but in the United States, the most popular are the Corbu, Gehry, Niemeyer, Pawson and Seidler. Cassius Eyewear is specifically designed to be 90% unisex with varying shapes and styles, so it would appealed to a large cross section of people.

Rihanna, Lady Gaga, Kanye West have all worn your eyewear. Who else would you love to see carrying your brand?

Kanye, Rihanna, and then Lady GaGa, that was big. Look out for MGMT in Cassius Eyewear, we’re hooking them up next month.

I think the next generation of celebrities, I find them particularly captivating-I love the idea of Alexa Chung, Amber Le Bon, Carine Roitfeld, Charlotte Gainsbourg, Coco Sumner, Georgia May Jagger, Pip Brown (Ladyhawke), M.I.A., Natasha Khan (Bat For Lashes), Patrick Wolf, Pixie Geldof and Tali Lennox wearing Cassius Eyewear.

Does music play a large role in the designing process? If so, what type and why?

Music plays a massive role in not just the designing process but from day-to-day: it gets me motivated at the gym, it inspires me at work, and its nice to relax and wind-down to at the end of the week. I’ve amassed a huge music collection since iTunes and music became available to download, and rarely set foot inside a music store these days. We also get send promotional CDs and music from the record companies; limited editions, new releases, up-coming artists etc.

I have an wide and varied repertoire on my playlists; I like Bag Raiders, Cerrone, The Killers, Presets and Van She when I’m at the gym. When I wind down I put on India Arie, George Benson, Jennifer Hudson, Juanes, Miguel Bosé, Snow Patrol, Stevie Wonder and some old-school R&B/ Motown.

The music we play in the office changes so often and right now ranges from alternative [Bat For Lashes, Ladyhawke, Patrick Wolf] to dance [Cut Copy, Lady GaGa] to hip-hop/R&B [Kanye West, Keri Hilson, Lupe Fiasco, Rihanna] to pop [Empire Of The Sun, Katy Perry, Lily Allen] to rock [The Killers, Midnight Youth, Opshop].

If you are allowed to tell, who are the next architects to be honored with a name from your line? Gaudí perhaps?

[Alvar] Aalto, [John] Lautner, [George Washington] Maher-these will be released in August 2009.

Personal Note: Are you an All-Blacks Rugby fan?

I watch the rugby and naturally support the national New Zealand team, but far from obsessed with it.

Have you received negative criticism for your eyewear? How’d you respond to it? Did it affect your designing process?

Well I think its uncommon not to receive feedback about a brand or product, especially when its in the public domain and typically in a consumer driven market. Criticism can be positive and constructive, or it could be negative, in which case its really a matter of how valid and how much of it shall we pay attention to. There is a fine line between criticism which taken in to consideration, may help a brand or product flourish in the short or long-term, and then there is our culture of casting aspersions where, rather than extend ourselves to reach our own full potential, we pull down high achievers.

Fundamentally, its impossibly please everyone and that is not what Cassius Eyewear is trying to do-we do what we do, because we essentially love and are passionate about what we do. And if you don’t like it then Cassius Eyewear is probably not for you.