Google LLC has signed an agreement to invest around 145.0 billion won ($100 million) in Gentle Monster, the South Korean fashion eyewear brand that is also designing its upcoming extended reality (XR) glasses, according to investment banking sources on Friday.
The two sides are in the final stages of negotiations, with the deal set to give Google a 4% stake in the eyewear company popular among young fashionistas for its bold and trendsetting designs.
The investment underscores Google’s ambition to present its XR glasses, expected to be released in 2026, a fashion statement rather than a tech device as it returns to the smart glasses market after a decade.
Last month, Google unveiled a prototype of its XR eyewear, jointly developed with Samsung Electronics Co., at its annual I/O developer conference in California.
The glasses were jointly designed by Gentle Monster and US-based Warby Parker, with Samsung leading hardware development. They run on Android XR, an operating system optimized for smart glasses.
Google’s partnership with Gentle Monster reflects lessons learned from its earlier failures. In 2013, Google launched augmented reality (AR) glasses, but the device failed to catch on due to short battery life, overheating issues and a high price tag.
Most notably, the device drew criticism for its awkward appearance. It featured an asymmetrical display mounted on one side, a bulky frame and a conspicuous camera — raising privacy concerns.
Google ultimately shelved the smart glasses project in 2015, just two years after its launch.
At the I/O developer conference in May, Google CEO Sundar Pichai said that smart glasses should function as fashion items, helping users forget they’re even wearing them.
Google’s XR glasses will offer real-time navigation, live translation and interaction with AI-powered agents.
Gentle Monster, founded by Kim Hankook in 2011, has grown into a luxury brand with a strong presence in both Asia and the US. Its edgy frames and silhouettes gained popularity among Gen Z — those born between the late 1990s and early 2000s.
It is also known as a brand favored by global celebrities, including American singer Kendrick Lamar and model Gigi Hadid.
In 2024, II Combined Co., the operator of Gentle Monster, raked in 789.1 billion won in revenue, with global sales accounting for 38%. Its operating profit exceeded 200 billion won, doublling from the prior year.
Google is investing in Gentle Monster at a valuation of 3.6 trillion won, about triple its valuation in 2020, when it first joined the ranks of unicorns, or companies with an enterprise value of 1 trillion won or more.
Meta Platforms Inc. has been leading the race of XR glasses in partnership with fashion brands. In 2021, it launched Ray-Ban Meta in the iconic Ray-Ban frames with built-in camera and open-ear audio.
The parent of Facebook Inc. is now developing a range of new smart glasses with various features in collaboration with sports eyewear brand Oakley and luxury fashion brand Prada.
Apple Inc. is also entering the market, developing smart glasses equipped with its own memory chips.
Last week, social media platform Snap Inc. unveiled a plan to launch smart glasses, dubbed Specs, in 2026.
By Jun-Ho Cha, Dae-Eun Choi and Jong-Kwan Park
chacha@hankyung.com
Yeonhee Kim edited this article.
