WILLIAM MORRIS LONDON

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.

WILLIAM MORRIS LONDON

LONDON - SEEN DIFFERENTLY

ASCOT 3 COL.9235

WHITE 1 COL.4212

BEXLEY 1 COL.5035

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.

LONDON – SEEN DIFFERENTLY

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 - one fearless and disruptive, the other polished and exclusive - united through a shared commitment to design, character, and modern British style.

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WILLIAM MORRIS OPTICALS

WILLIAM MORRIS BRANDSITE

WILLIAM MORRIS SUNS

ROYAL COL.1115

ROYAL

  • Intricate top temples and inset gold brow bar

  • Uniquely engineered core wire

  • Polished gold hardware and monogrammed gold end tips

Collection: Black Label

This anniversary release frames not only honours the brand’s roots in the capital but also serves as a statement piece for those who wear it. A sleek, modernised aviator that redefines luxury made from premium acetate in a bold palette of black, crystal, blue and red - each pays homage to the richness of Great British heritage.

WHITE

  • Lightweight metal construction in three contemporary shapes

  • Clear acetate temples for a sense of light and transparency

  • Minimal, modern design with subtle character

Collection: Underground

Minimal and intentional, WHITE is inspired by Whitechapel — where history and creativity collide in unexpected ways. Crafted in sleek metal with three contemporary shapes, the design is paired with clear acetate temples, evoking light, openness, and effortless modern style. Simple, refined, and quietly expressive.

 

WHITE 3 COL.1012

BEXLEY 2 COL.9035

BEXLEY

  • Acetate with chamfered, facet-polished detailing

  • Sculpted edges for depth and light play

  • Clean, confident design with timeless appeal

Collection: Underground

Refined yet expressive, BEXLEY draws inspiration from East London’s historic charm, where classic architecture meets contemporary style. Chamfered, facet-polished edges add depth and catch the light, while a heritage-inspired colour palette is re-imagined in modern, wearable acetate.