William Morris London
Three Decades. One Vision.
William Morris London celebrates its 30th anniversary with a new collection that honours three decades of colour, character and unmistakable London attitude. At its centre is Royal, a limited-edition frame created especially for the occasion.
For 30 years, William Morris London has drawn inspiration from the city it calls home. Its diversity, creativity and constant movement have shaped a brand known for expressive colour, confident silhouettes and distinctly British character.
The anniversary collection, Three Decades. One Vision., celebrates that identity while looking towards the future with new shapes, vibrant colour combinations and contemporary interpretations of the brand’s London roots.
Royal // A London anniversary
At the heart of the collection is Royal, a limited-edition frame designed specifically for William Morris London’s 30th anniversary.
The modernised acetate aviator takes inspiration from the colours and geometric patterns found in the iconic seating fabrics of the London Underground. Available in black, crystal, blue and red, the design translates an instantly recognisable part of everyday London into a contemporary piece of eyewear.
Royal also revisits a frame originally created for the brand’s 20th anniversary, giving designer George Clarke the opportunity to reinterpret the concept a decade later.
“Designing the 30th anniversary frame was an exciting creative project, as it allowed me to build on the original 20th anniversary frame while bringing a fresh and modern perspective to the design. The new frame celebrates the heritage of William Morris London while introducing a contemporary expression of the brand’s identity.”
Thirty years of London attitude
Throughout its three decades, William Morris London has remained closely connected to colour, individuality and accessible British design.
Three Decades. One Vision. brings those elements together in a collection that celebrates the brand’s history without simply looking backwards. Royal in particular shows how familiar London references can be transformed into something fresh, wearable and unmistakably William Morris.
Celebrating at SILMO Paris 2026
The anniversary celebrations will continue at SILMO Paris 2026 on Sunday 27 September, where visitors can discover the new collection and Royal anniversary frame.
Three decades after its beginnings in London, William Morris London continues to build on the same idea that started it all: eyewear with personality, colour and character.
About William Morris London
William Morris is a British eyewear brand that specializes in stylish, accessible frames with a distinctly London flair. Founded in 1996 by Robert Morris, the brand set out to offer designer-level eyewear without the elitist price tag, capturing the spirit of British individuality and eccentricity in every collection. With a strong focus on detail, personality, and everyday wearability, William Morris has become a beloved name among independent opticians around the world.
What makes William Morris unique is its ability to combine classic shapes with bold colorways and contemporary touches, resulting in collections that are both timeless and refreshingly current. Whether it’s acetate or metal, retro or modern, each frame is thoughtfully designed to suit a wide range of face shapes, styles, and age groups.
With its roots in London’s creative scene and a reputation for warm, reliable service, William Morris remains fiercely independent—valued not just for its design, but for its commitment to quality and its personal connection to the optical community.
Read more about this brand on TEF Magazine or visit their website.
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