We have a company Avantek ("advanced technology") in eyeglasses.
Eyeglasses are hundreds of years old, and now gaining a lot of attention due to Warby Parker
and the Essilor/Luxottica multi-billion dollar merger.
There are several categories of glasses: metal rims, plastic frames, partial frames with
nylon wire holding part of the lens, combination of the above, and "rimless" or "drill mounts"
which go back to Ben Franklin where they have nothing on the lens but drill holes in the
While rimless has been available since the beginning of eyewear, they come loose, are hard
to clean, and create stress fractures which lead to lens breakage (think a stone hitting your
windshield and cracks growing).
In addition, many new lens technologies are being sold at technically perfect and best coatings
for $500+ such as Essilor Crizal. But no matter how they are made or coated, once they are
fixed in the pressure of a plastic or metal frame, they become distorted from their original
manufacture. Drill mount/rimless also introduces stress to these precision optics lenses..
Avantek is the first technology which induces no stress on these lenses.
We are looking for a name/brand which can separate us from the normal frames and especially the
"rimless" and "drill mount" stigma which is now a small part of the market. We need a new
category for our technology.
We have registered Distortion Free and Stress Free as brands, but want to define an entirely new
Some names already taken:
To see rimless companies go to
So, the question is how we create a NEW CATEGORY that
is not rimless, drill mount, distortion free or stress free.