Cubitts

Since 2013 : Reframing Eyewear with Craft, Care and Culture

 

Cubitts began not in a boardroom, but on a kitchen table in King’s Cross. Around 2012–2013, founder Tom Broughton, dissatisfied with the blandness of mainstream eyewear and the cold transactional retail model, started shaping a different vision. Naming the brand after the Cubitt brothers, Victorian architects who built much of London’s urban landscape, Broughton anchored his project in heritage. Even Cubitts pin-drilled hinge design was inspired by the rivets that held Lewis Cubitt’s King’s Cross station together.

 

About cubitts

 

Cubitts is not about selling glasses, it’s about changing the experience of wearing them. From day one, the brand rejected upselling and hidden fees, offering transparent, all-inclusive pricing. For Broughton, the customer is not a one-time patient but a lifelong relationship.

 

A bold differentiator is Cubitts’ sizing philosophy: frames come in multiple fits, shunning the “one-size-fits-all” approach. Additionally, cutting-edge facial scanning technology ensures a custom fit, with an at-home fitting app on the horizon.

 

 

Products

 

Each pair of Cubitts glasses is a perfect blend of substance and style. Crafted from cellulose acetate, stainless steel, or titanium, frames are paired with ZEISS ClearView® lenses, complete with anti-reflective, scratch-resistant, and UV-protection coatings, all included as standard.

 

Beyond purchase, Cubitts promises lifetime care, from reglazing to adjustments, repairs, and even a complimentary one-year service check. In Cubitts philosophy, ownership is a journey, not a transaction.

 

why cubitts

 

Design at Cubitts is never just aesthetic; it’s storytelling. Take the “Frame for London” exhibition, where spectacles were crafted using mudlarked relics from the Thames, Tudor pins, fragments of pottery, and even a WWII bullet. Such projects reflect Cubitts cultural lens: eyewear as artifacts of history.

 

 

where to find

 

From its beginnings in King’s Cross, Cubitts has grown into a boutique network of 20 stores, 18 across the UK and two in New York. Each boutique blends retail with service: eye exams, fittings, and bespoke consultations. The Jermyn Street flagship showcases Cubitts’ pinnacle: 18k rolled gold frames crafted at Algha Works, part of the exclusive St James Collection.

 

 

Website https://cubitts.com/

Instagram @cubitts

Photo cubitts