Why Google Bought a $100 Million Stake in Gentle Monster

Summary

• Google invested $100 million in Gentle Monster for a 4% stake, reinforcing its Android XR smart lens initiative against Meta’s efforts.
• This move signifies Google’s renewed push into smart glasses, leveraging advanced AR/AI and Gentle Monster’s fashion-forward designs.

Multiple sources have reported that Google has invested approximately $100 million USD for a 4% stake in the fast-growing Korean eyewear label Gentle Monster. The news comes one month after the tech giant revealed partnerships with Gentle Monster and Warby Parker to develop design-forward smart lenses for its new Android XR initiative.

Google’s latest move sends a strong message to competitor Meta, which has ramped up its AI-powered glasses rollout with partners Ray Ban and Oakley. Meta unveiled its partnership with Ray-Ban in 2023 and has since launched multiple models, including the recent Orion glasses, touted as “the most advanced pair of augmented reality (AR) glasses ever made.” And just days ago, Oakley and Meta unveiled the HSTN, their first product from a new long-term partnership in “a new category of Performance AI glasses.”

However, it’s not the first time Google has attempted to enter the smart glasses market. In 2012, Google unveiled its now obsolete Google Glass device, equipped with a camera, a small information display, and internet connectivity.
More than 10 years later, the growth of augmented reality (AR) technologies and highly advanced AI has paved the way for more user-friendly and convenient wearables. Additionally, hardware advances have allowed new designs to accommodate slimmer profiles and more attractive silhouettes.

In December, Google announced its revamped efforts with Android XR, “a new operating system built for the next generation of computing,” focused on bringing heightened experiences to headsets and glasses.

Fast forward to late May, Gentle Monster took to Instagram to share the news of their partnership, saying the collaboration “represents a pivotal step in the evolution of smart eyewear into essential, lifestyle fashion items.” “Creativity and sophistication are essential design features for the integration of technology into everyday life,” the brand added.

So, what could Google x Gentle Monster smart glasses look like? Compared to Ray-Ban, Oakley, and fellow Android XR partner Warby Parker, Gentle Monster is the youngest eyewear label, and the most experimental. Founded in Seoul in 2011, the brand has garnered international appeal for its trend-driven silhouettes and collaborations with innovative designer brands like Maison Margiela and Mugler.

A pair of Gentle Monster smart specs could bring big tech’s dream of merging its services with fashion’s cultural appeal into reality like never before, paving the way for wearable concepts beyond eyewear altogether.

As of the time of writing, an official launch of Gentle Monster and Google’s collaboration has not been confirmed. Stay tuned to Hypebeast for the latest fashion and tech industry insights.