Our Story

TIDE started in 2026 in West Michigan, out of a simple frustration: a well-made pair of sunglasses shouldn't cost $200.

So we went straight to the source. Our frames are handmade cellulose acetate, cut and polished by an eyewear manufacturer that does nothing else. Every temple is cored for a metal barrel hinge and fitted with polarized TAC lenses. We sell direct, so what you pay reflects the frame instead of the markup on the way to you.

We build for people who want one pair that lasts, not a new pair every summer.