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 ó 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.
Our home, based in Hatfield Heath just outside of London, provides the backdrop to our beloved British brand and our creative, London influenced collections. With a design hub at its core, the old restored flour Mill inspires our designs and creativity everyday. A place we are proud to call home.
William Morris London produces fashion on a global scale, distributing and operating in over 50 countries.
We present our British brand to over 10 international shows each year and work closely with our export partners.
We produce a range of collections that grasp today’s numerous fashion markets and keep up to date the race for forever changing fashion.
Our carefully produced collections all capture the spirit of our beloved capital city.
In 2026, William Morris London marks 30 years of creating distinctive eyewear inspired by the energy, creativity and diversity of London. Since 1996, we have been designing collections defined by vibrant colour, individual style and a unique design perspective.
Three Decades. One Vision. reflects our enduring commitment to the values that have guided us from the very beginning: creating expressive, fashion-led eyewear that is accessible, wearable and made to celebrate individuality.
In 2024 we re-launch our collaboration with The William Morris Gallery - the world-renowned art organization that houses and preserves one of the best collections in the world of the work of the great artist William Morris (1834-1896). The William Morris Gallery Collection is a unique eyewear collection that is made with the ethos of William Morris in mind - art, craftsmanship, design and true collaboration. The new line of eyewear takes the best of the iconic prints and fabrics and applies them to a stunning range of wearable eyewear.
To further strengthen the British influenced brand, William Morris proudly introduces a new in-house eyewear designer with a strong and commanding background in fashion and design. With a passion for eyewear, George Clarke joins the UK based brand and has instantly instilled a creative flair and unique design aesthetic to the new William Morris collections.
Owing to its great success and unique British design philosophy, William Morris London was acquired by Design Eyewear Group in late 2022. Expanding its portfolio of premium and mid-market eyewear, Design Eyewear Group has proudly strengthened its position as a design brand house for independent opticians all over the world, providing exceptional designer eyeglasses. With William Morris London now in the portfolio, DEG continues to be a leader in its industry.
Hakim Supplier of the Year.
Personalised Eyewear, a new opportunity for our independent opticians to create a bespoke practice branded offering for their patients.
Official distributors for Vulkan eyewear in the UK.
William Morris London collaborates with the William Morris Gallery, launching an exclusive eyewear collection with the late William Morris’ prints incorporated into range of 36 styles with matching cases and lens clothes. The Gallery Collection frames are carefully crafted from metal with acetate highlights, along with elegant design details that reflect the individual classic prints.
Winner for the ladies eyewear category at the IOFT 22nd Japan eyewear awards.
Official distributors for Moleskine eyewear in the UK.
Black Label Made in Japan. A fresh and new out-take on the premium collection, sourcing high-end raw materials such as Mazzucchelli acetate with ECO advantages, higher quality control standard and German sprung hinges.
William Morris London becomes an ambassador for the GREAT Britain campaign, inspiring the world with our Great British eyewear designs.
Located not far from the hustle and bustle of London, the heart of William Morris London situates within an old mill since 2014, now converted into the headquarters for our beloved brand; we take pride in our small office that expels big ideas.
Whether it’s collaborating to compose the next campaign, formulating and designing new product launches, or supporting our customers with exceptional service, The Mill is our sacred place in which William Morris London thrives.
Winner of the Optician Awards for Optical Supplier of the year, voted independently by our UK optical friends and partners.
Charles Stone New York is introduced to the world. An American styled range that takes its inspiration from the streets of New York. Designed for those on a budget, Charles Stone New York boasts contemporary designs at an affordable price. Artistic, youthful, dynamic and creative, and built for those that don’t follow the pack, but sets the standard themselves.
Winner for the Ladies eyewear category at FMO Frame awards Optra Fair Birmingham.
Launch of Wills, a collection for young and petite faces with the aim to supply the same values the London collection delivers, but designed for a comfortable fit for those who seek smaller frames.
William Morris presents Black Label, a high-end premium collection, with daring styles and eccentric colour ways for those striving for a bold and luxurious look. The collection takes its direction from the runway and applies it to the styles you see today, unravelling ones alter ego and delivering high impact. The Black Label collection has diversified globally and is our bestselling collection in Europe, and very recently South Africa.
London collection was born, taking inspiration from the streets of London with punchy colours and diverse shapes and styles, this collection has undertaken an adventurous journey, from keeping up with the forever changing fashion trends with a twist on British culture to our bestselling collection in the UK.
Our Creator & Founder, Robert William Morris, established William Morris London, with the inspiration to create quintessentially British eyewear designs with a creative and modern flare. Operating the business within a small office packed with frames was the starting grounds to the growth of a fundamentally British Brand.
