MUIDEEN

Creative Director & Design Lead.
I build worlds through design,
turning product into stories.

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EXPERTISE

Graphics 
Headwear 
Footwear 
Eyewear 
Yo! Artwork

SOUNDER GOODS 

COLLABORATION

SS 24




Role: Design Lead / Concept Designer
Category: Eyewear Collaboration


Overview

Randolph's heritage is rooted in military aviation and premium eyewear craftsmanship. While this story strongly resonated with core consumers, the brand lacked opportunities for consumers to engage with Randolph beyond eyewear.

To expand the brand's product offering and create new entry points for consumers, I developed a collaboration with New England-based leather goods company Sounder Goods. Inspired by the relaxed sophistication of luxury sailing culture, the collection introduced a new eyewear finish, co-branded leather accessories, and a seasonal product story designed to broaden Randolph's appeal.



Business Opportunity

Randolph's product ecosystem was limited to eyewear, creating few opportunities for consumers to engage with the brand outside of frame purchases.

At the same time, the brand possessed strong equity in craftsmanship and American manufacturing that could naturally extend into premium accessories.



The collaboration provided an opportunity to:
  • Explore a new accessories category
  • Expand brand awareness within the New England market
  • Create additional cross-sell opportunities
  • Relaunch an underperforming lens offering
  • Introduce a new premium finish platform

Consumer Insight

Core consumers valued Randolph's craftsmanship and military heritage but had no meaningful way to experience the brand beyond eyewear.
Consumers interested in premium American-made goods often purchased across multiple categories, creating an opportunity to connect Randolph to adjacent lifestyle products.

Strategy

Create a co-branded product platform that merged Randolph's eyewear expertise with Sounder Goods' handcrafted leather accessories.

Using a luxury coastal lifestyle narrative inspired by Catalina sailing culture, the collection would introduce consumers to Randolph through a broader lifestyle experience while maintaining the brand's premium positioning.

The platform would be supported by Randolph's most recognizable frame families:
  • Aviator
  • Concorde
while introducing complementary accessories that extended the brand story.


Design & Development

Led concept development, product design direction, and collaboration development across eyewear and accessories.


Eyewear

  • Introduced the new Catalina Gold finish
  • Relaunched Randolph's Arcadian lens in a refreshed presentation
  • Developed new Aviator and Concorde executions
  • Created a seasonal color and material story inspired by coastal environments


Accessories

Partnered with Sounder Goods to develop:
  • Co-branded leather eyewear straps
  • Custom hardware finishes
  • Co-branded packaging elements
  • Custom cleaning cloth
  • Launch inserts and storytelling materials
The leather straps were designed to function as both practical accessories and premium lifestyle extensions of the eyewear collection.

Why This Strategy Worked

Instead of simply releasing a new colorway, the collection created a complete lifestyle ecosystem around the product.

The collaboration:
  • Expanded Randolph beyondeyewear
  • Tested consumer interest in accessories
  • Created new cross-selling opportunities
  • Added relevance with local consumers
  • Leveraged both brands' craftsmanship stories
  • Gave new purpose to an underperforming lens platform

Results

  • Eyewear sold out within 2 months
  • Leather accessory program sold out within 2 months
  • Successfully relaunched the underperforming Arcadian lens
  • Introduced the new Catalina Gold finish platform
  • Established a foundation for future accessory collaborations and category expansion

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