sito shades brings a raw edge to the lifestyle market

A ‘fast-moving, cheeky and raw’ eyewear brand has just been launched by The Leisure Collective. Called sito shades, the brand has a fashion focus with ties to music and a fun-loving lifestyle. Sito is positioned in the under $100 price bracket—a perfect complement to The Leisure Collective’s premium, mineral glass-lens eyewear brand OTIS.

‘With such a long history of developing high-quality products that look as good as they perform, sito is a natural progression for the business,’ said The Leisure Collective Director and CEO Nathan Omodei. “A few years ago we identified a gap for an edgy, well-designed brand at an approachable price. Despite the uncertainty around Covid, we forged ahead and assembled a great team that has put together a fantastic range to launch. The early feedback from our retail customers has been amazing, so we’re super-excited to release sito to the market.”

“sito is all about festival vibes at the front with a depth of thoughtfulness beneath,” continues Lucy Martino, head of design and brand at sito.  “There’s a lot of colour, bold frames and inspiration from musicians and festival fashion in there. That’s backed up with plant-based acetate materials, attention to detail, a strong focus on fit and sustainable packaging too. A brand for those who care about what they wear and do.”

Sito has launched just in time for Spring, where customers will be looking for something fresh, fun & interesting. Backed by POP support, refill stock for key styles, and injection collections planned for future dates, sito will have all the experience The Leisure Collective are known for, with an extra cheeky smile on the front end. Look out for sito shades at key retailers Australia wide. For more, visit https://

About The Leisure Collective:

The Leisure Collective is home to highly regarded surf hardware brand Creatures of Leisure, eyewear brand OTIS and the newly released sito shades. Born in the rugged, wave-rich region of Western Australia, these brands have developed into globally recognised businesses with an undying passion for building high-quality, premium products that look as good as they perform. As a small, privately held business, The Leisure Collective pride themselves on the company culture they’ve been building since 1972. It’s their belief that the strength of the business is fundamentally about the people who contribute to it every day. Although The Leisure Collective work hard and pursue results passionately, they remain focused on their mantra to “Enjoy the Ride”.