Three Decades. One Vision.
Celebrating 30 Years of London-Inspired Eyewear
For three decades, we have drawn inspiration from the energy, creativity and diversity of London. Since 1996, William Morris London has been creating eyewear defined by distinctive design, vibrant colour and an unmistakable sense of individuality.
Three Decades. One Vision. reflects our commitment to staying true to the values that have shaped us from the beginning: designing expressive, fashion-led eyewear that is accessible, wearable and made to celebrate personal style.
To mark this milestone, we are proud to introduce a special anniversary collection that honours our heritage while looking firmly towards the future. The collection showcases contemporary silhouettes, bold colour combinations and the dynamic spirit that continues to inspire everything we do.
At the heart of the collection is a limited-edition anniversary frame, available in four distinctive colourways. Inspired by the iconic red, white and blue of the London Underground, this exclusive design reimagines our bestselling 20th Anniversary frame, evolving a beloved classic into a new statement piece for the next chapter of William Morris London.
LONDON – SEEN DIFFERENTLY
Rooted in the spirit of London, William Morris London captures the city’s constant tension between rebellion and refinement. The Underground line draws its energy from the creative pulse of the East End - a world of converted warehouses, late-night studios, underground music culture and unapologetic individuality.
These frames are expressive and architectural, blending bold silhouettes with industrial detailing and contemporary colour. Designed for those who move against convention, Underground reflects the raw creativity and cultural dynamism that defines East London.
In contrast, Black Label channels the understated sophistication of London’s West End. Inspired by Mayfair townhouses, private member’s clubs and the timeless elegance of Savile Row, the collection embraces precision, restraint and elevated craftsmanship. Sleek profiles, refined finishes, and carefully balanced proportions create eyewear that feels quietly confident and effortlessly luxurious.
Together, the two collections represent contrasting sides of London ó one fearless and disruptive, the other polished and exclusive - united through a shared commitment to design, character, and modern British style.
