Freeway Eyewear and ForYourArt collaborated for the first time to produce limited edition Barbara Kruger sunglasses. Kruger’s iconic text “Your gaze hits the side of my face” appeared across the arm of the “L.A. RAYS” style frames by Freeway. This phrase first appeared in a 1981 piece by the artist beside the profile of an anonymous classical bust. Presented on sunglasses, the wearer transforms into both a voyeur and an object—a play on Kruger’s themes of looking, power, and the gaze.
The Kruger collaboration was followed by an edition with Raymond Pettibon. Pettibon’s work is universally known for its blending of high and low culture, taking points of departure from the Southern California punk-rock culture of the late 1970s and 1980s and the “do-it-yourself” aesthetic of album covers, comics, concert flyers, and fanzines. His iconic text “I thought California would be different,” which first appeared in his 1989 serigraph by the same name, appeared across the arm of L.A. RAYS style frames.
The glasses were carried by museum stores, galleries and retailers, such as Maxfield and the LACMA Store. A reception was held at Maxfield in December 2013, to celebrate the launch of both collaborations.