From competitive gaming to working, creating and streaming, screens have become an unavoidable part of everyday life. GUNNAR Optiks has spent the past two decades looking at ways to make all that screen time a little easier on the eyes.
Cubed3 sits down with GUNNAR Optiks CEO Joe Croft to discuss the origins of the company, the science and engineering behind its eyewear, and how licensed collaborations with the likes of Cyberpunk 2077, Fallout and Overwatch come together. Joe also talks about balancing style with performance, the future of digital eye wellness, emerging technologies and the pop-culture universe he’d most love GUNNAR to tackle next.
Adam Riley, Director at Cubed3: What first inspired the creation of GUNNAR Optiks, and how has the mission evolved as gaming and digital work have changed?
Joe Croft, CEO of Gunnar Optiks: GUNNAR was born from a simple observation: our world was becoming increasingly digital, but our eyes hadn’t evolved to keep pace. Back in 2006, a good friend was getting migraines from computer screens. His doctor told him that he had Computer Vision Syndrome and the only solution was to not look at the screen so much. I came from the optical industry and knew there had to be a solution and was determined to help him look for one. Turns out, no one was engineering eyewear specifically for digital screens, despite the fact that screen use was skyrocketing and millions of people were all suffering similar symptoms, including headaches, dryness, muscular eyestrain, and screen fatigue.
We founded GUNNAR to change all that. Our goal wasn’t to create another pair of glasses, it was to engineer a true visual performance solution based on optometry, ergonomics, and science. From the beginning, we believed digital eye strain was far more complex than a single issue like blue light, so we designed our lenses to support focus, comfort, contrast, and long-term visual wellness.
Our mission hasn’t changed, but the world certainly has! What started with gamers has expanded to virtually everyone. Today, people work, learn, create, stream, and connect through screens for most of their day. Digital wellness is no longer a niche concern-it’s a global one. That’s why GUNNAR has evolved from serving competitive gamers to supporting anyone living a digital life. Whether you’re gaming, coding, designing, working remotely, or using AI-powered tools, our mission remains the same: help people see better, feel better, and perform at their best in a digital world.
Adam Riley: How do you approach the design process when creating eyewear for specific game worlds such as Cyberpunk, Fallout, or Overwatch?
Joe Croft: Before we ever sketch a frame, we immerse ourselves in the world of the game. We spend time with the developers and artists to understand the story, the characters, the technology, and what makes that universe so iconic. The goal isn’t to simply put a logo on a pair of glasses, it’s to create something that feels like it could exist within that world.
At the same time, every GUNNAR product has to meet our standards for visual performance. So while the aesthetics are inspired by franchises like Cyberpunk 2077, Fallout, or Overwatch, the ergonomics, lens technology, and comfort are never compromised. It has to perform first and foremost. The candy coating comes next!
The best collaborations happen where storytelling and engineering meet. Fans want authenticity, and our partners expect us to respect their brand as much as we respect our own. When someone puts on a pair of our licensed glasses, we want them to feel connected to the game they’re passionate about. We love to surprise and delight, which is why we put easter eggs into almost every pair we make. We then make sure that our GUNNAR engineering delivers the best visual comfort humanly possible in an inhuman world. That’s the balance we strive for with every collaboration.
Adam Riley: What does a collaboration partner need to bring to the table for GUNNAR to consider a licensed collection?
Joe Croft: We look for more than brand recognition. A strong collaboration partner needs to bring a distinctive world, a passionate community, and a clear point of view that can translate into meaningful product design.
There also has to be an authentic connection to how people use GUNNAR. Gaming, technology, creativity, performance, and digital culture are natural fits because our products already serve those audiences. The partnership should feel relevant-not forced. Just as important is a shared commitment to quality. We want partners who will collaborate closely, respect the design process, and allow us to create something deeper than logo placement. The goal is to combine their storytelling with our optical engineering in a way that serves both brands.
Ultimately, we ask one question: can we create a product that fans will value as a genuine extension of that universe while still delivering the comfort, performance, and innovation expected from GUNNAR? When the answer is yes, we have the foundation of a strong licensed collection.
Adam Riley: How do you balance visual style with the technical demands of protective lens technology?
Joe Croft: For us, performance always comes first. A great-looking pair of glasses that doesn’t deliver visual comfort isn’t a GUNNAR.
Every frame begins with our optical requirements-fit, ergonomics, lens geometry, and all the patented technologies that help reduce digital eye strain. Once that foundation is in place, our design team builds a product that’s visually compelling and authentic to the GUNNAR brand or the licensed universe we’re collaborating with. The challenge isn’t choosing between style and function, it’s making sure they enhance one another. We want someone to put on a pair of GUNNARs because they love how they look, then keep wearing them because they genuinely feel the difference after hours in front of a screen.
When we get that balance right, we’ve created something that’s more than eyewear. It’s a product that performs at the highest level while giving people a way to express who they are.
Adam Riley: What makes the Cyberpunk 2077 Dex glasses distinct from other gaming collaborations you have produced?
Joe Croft: The Cyberpunk 2077 Dex collection is special because it captures the essence of Night City in a way that’s both bold and wearable. Rather than simply applying game graphics to an existing frame, we worked closely with CD PROJEKT RED to create a design that feels like it belongs in the Cyberpunk universe.
We also infused Dex with an intense level of detail. From the frame architecture and color treatments to the premium packaging and collectible presentation, every element was designed to reflect the game’s futuristic aesthetic while maintaining GUNNAR’s commitment to comfort and visual performance. We pushed engineering limits by combining our single shield lens with a quad-spring Al-Mg forged frame, and then embellished with key glyphs from the game. The combo has resonated with the fans and we sold out of our initial production quickly.
I also think Cyberpunk is a natural fit for GUNNAR because it’s a world built around technology, human enhancement, and life in front of digital interfaces. Those themes align perfectly with our mission of helping people perform better and stay comfortable in today’s digital world.
For us, Dex isn’t just another licensed product-it’s an example of what’s possible when two brands that share a passion for innovation come together to create something truly authentic for fans.
Adam Riley: How do you ensure that each licensed design feels authentic to the game while still fitting GUNNAR’s identity?
vAuthenticity starts with respect for the source material. We spend a great deal of time working with our licensing partners to understand the game’s world, its visual language, and what makes it resonate with fans. It helps that our staff has wide tastes in fandom and it’s always been easy to find an internal cheerleader on staff that knows the universe well. From then on, we review every design choice-from materials and colors to subtle details-against the core lore, backstory and graphic standards of the universe to make sure we are true to the developers/writers/creator’s intent.
While we love to bend our aesthetic to meet a licensed partner’s design standards, there are certain things that make a product unmistakably GUNNAR. We never compromise on comfort, ergonomics, premium construction, and our lens technology. We don’t change who we are to fit a license-we bring our expertise to it.
The sweet spot is where both brands elevate one another. Fans should immediately recognize the DNA of the game, while also knowing they’re getting the visual performance and quality GUNNAR has been known for since 2006.
When someone says, “This feels like it came straight out of the game, but it’s unmistakably a GUNNAR,” that’s when we know we’ve done our job.
Adam Riley: What role does clinical research play in the development of your lens technology?
Joe Croft: From day one, clinical research has been the foundation of everything we do. We didn’t start with a fashion trend or a marketing idea-we started by understanding how the eye behaves in a digital environment and what causes visual fatigue.
The company was founded with a medical board of advisors including the leading experts in the field of digital visual ergonomics. We undertook massive studies that met FDA standards to prove the efficacy of the product. We chose to dispose of the first 10,000 units produced when we found a formulation that worked better. We’ve been improving ever since. Our product development is guided by optometric science, clinical insight, and real-world user testing. We look at factors like prolonged focus, reduced blink rate, glare, contrast, and exposure to artificial light, then engineer our lenses to address those challenges as a complete visual system.
Research also keeps us evolving. As digital habits change and new technologies emerge, we’re continually refining our products and investing in studies that help validate and improve our designs.
At GUNNAR, innovation isn’t about chasing trends-it’s about building products backed by science that genuinely help people see more comfortably and perform at their best in a digital world.
Adam Riley: How do you maintain quality and consistency across frames, coatings, and lens types as the product range expands?
Joe Croft: As we’ve grown, one thing has never changed: every product has to earn the GUNNAR name. Whether it’s an entry-level frame from our Signature Performance Level or a premium titanium collection from our Legendary Performance Level, we apply the same standards for optical performance, materials, coatings, and manufacturing quality.
We maintain consistency by controlling the core technologies that define the GUNNAR experience. Our lens formulations, coatings, and ergonomic design principles are standardized across the portfolio, while every new frame goes through extensive fit, durability, and performance testing before it reaches the market.
We also work closely with our manufacturing partners and maintain rigorous quality control throughout production. That attention to detail ensures that whether someone buys their first pair of GUNNARs or their tenth, they can expect the same level of comfort, performance, and craftsmanship.
Expanding our product range has never been about offering more for the sake of it-it’s about giving more people the right solution without compromising the quality that built our brand.
Adam Riley: What challenges come with producing eyewear that must satisfy both fashion expectations and functional performance?
Joe Croft: Designing something that goes on someone’s face is the biggest challenge in the fashion world. It’s the central point of focus in human interactions and there is nowhere to hide. Consumers expect eyewear to reflect their personal style, but if it doesn’t deliver on comfort and performance, they simply won’t keep wearing it.
At GUNNAR, we never view style and function as competing priorities-they have to work together. Every frame has to look great, fit comfortably for extended wear, and support the lens technologies that help reduce digital eye strain.
That means balancing industrial design, premium materials, ergonomics, and optical engineering throughout the entire development process. Sometimes the best-looking design isn’t the best-performing one, and that’s where experience matters. We refine every detail until we achieve both.
Ultimately, our goal is simple: create eyewear that people are proud to wear every day because it looks exceptional-and continue wearing because it genuinely improves their digital experience.
Adam Riley: How do you see gaming eyewear evolving as screens become brighter, faster, and more demanding on the eyes?
Joe Croft: Somehow blue light became the buzzword for gaming glasses, but the real culprit is way more complex. As displays become brighter, faster, higher resolution, and more immersive, our eyes are still dealing with the same biological limitations: muscular eyestrain, visual noise, contrast perception, and the biggest culprit of all … dry eye.
We hear very little talk about the fact that digital screens with intense graphics tend to slow the blink rate response in humans. The more intense the visual task, the slower the blink rate and the fewer nutrients are being delivered to the eye through the tear film. GUNNAR already has a patent on high wrap gaming eyewear that protects the eye from drying air currents and traps in moisture in the ocular pocket, but we continue to innovate ways to keep the eye from losing that critical tear film.
Besides dry eye, the future is about smarter optical solutions-lenses that better manage glare, improve contrast, support long gaming sessions, and adapt to different lighting environments without sacrificing color accuracy or visual performance.
At GUNNAR, we’re also looking beyond the lenses themselves. Digital wellness is becoming a broader conversation that includes recovery, eye health, and long-term visual performance. That’s why we’re investing not only in advanced eyewear, but also in new technologies that help people recover after extended screen use.
Ultimately, I believe gaming eyewear will become as essential as a high-performance monitor, keyboard, or headset. As our digital lives continue to evolve, protecting and optimizing vision won’t be viewed as an accessory-it will be part of every serious gamer’s performance setup.
Adam Riley: Are there new franchises, technologies, or product categories you’re excited to explore in the near future?
Joe Croft: Absolutely. We’re always looking for partners that sit at the intersection of gaming, entertainment, technology, and digital culture. The best collaborations are with brands that have passionate communities and rich worlds we can authentically bring to life through GUNNAR.
Beyond new franchises, I’m particularly excited about the future of visual wellness. As AI, spatial computing, AR, VR, and wearable technology become part of everyday life, the demands on our eyes will continue to grow. That creates an opportunity to develop the next generation of products that not only enhance visual performance during screen use but also support eye recovery and long-term digital wellness.
You’ll also see us continue to expand beyond traditional gaming eyewear. Our Vision Recovery System is a great example of how we’re thinking about the entire visual journey-not just helping people perform better while they’re in front of a screen, but helping them recover afterward as well.
The company’s mission has always been bigger than glasses. We want GUNNAR to lead the future of digital vision health by creating innovative solutions for every stage of our increasingly digital lives.
Adam Riley: If you could pursue any dream collaboration in the future – whether a game, film, or wider pop culture universe – which world would you most like to bring into GUNNAR’s design lineup and why?
Joe Croft: There are a lot of incredible worlds I’d love to explore, but if I had to choose one, it would probably be Star Wars.
It’s one of the most iconic universes ever created, blending technology, storytelling, and timeless design in a way that has inspired generations. I still recall seeing the first release when I was six years old. It was mind blowing. From the sleek aesthetics of the Empire to the rugged ingenuity of the Rebel Alliance, there’s an incredible opportunity to create eyewear that’s both authentic to the franchise and unmistakably GUNNAR.
More broadly, though, my dream collaborations are always the ones where the partnership feels natural. We look for brands that inspire passion, celebrate innovation, and have communities that live and breathe those worlds. When fans put on a pair of GUNNARs, they should feel like they’re stepping into that universe-not just wearing licensed merchandise.
At the end of the day, our goal is to create products that fans are proud to collect and excited to wear every day. When we can combine world-class storytelling with world-class visual performance, that’s where the magic happens.
