Google has made a strategic $100 million investment in South Korean eyewear brand Gentle Monster, acquiring a 4% stake as part of its ambitious push into the smart glasses market. This partnership represents a complete pivot from Google’s failed 2013 Google Glass experiment, which suffered from poor design, high prices, and technical limitations.
The investment centers on developing fashion-forward XR (extended reality) glasses set to launch in 2026. The project involves a three-way collaboration between Google, Gentle Monster, and Warby Parker for design, while Samsung handles the hardware components. The device will run on Google’s Android XR operating system, specifically designed for next-generation wearables.
Fashion-First Philosophy
Google CEO Sundar Pichai emphasized the new approach during the May I/O developer conference, stating that “Smart glasses should be fashion objects that help the user forget they are wearing them.” This philosophy marks a fundamental shift from viewing smart glasses as purely technological devices to positioning them as fashionable accessories with integrated technology.
Gentle Monster, founded in 2011 by Kim Hankook, has transformed from a startup into a luxury fashion powerhouse. The brand has cultivated a cult following through transgressive designs, celebrity endorsements from stars like Jennie and Gigi Hadid, and experiential retail spaces in major cities including Seoul, Los Angeles, and Shanghai. In 2024, the company achieved remarkable financial success with sales of 789.1 billion won (approximately $571.3 million) and operating profits exceeding 200 billion won—double the previous year’s figures. International sales now represent 38% of total revenue.
The partnership has elevated Gentle Monster’s valuation to 3.6 trillion won ($2.7 billion), tripling its 2020 unicorn valuation and establishing it as a global luxury technology brand.
Intensifying Competition
Google now faces direct competition with Meta, which already offers Ray-Ban Meta AI-powered glasses, while Apple is developing its own smart glasses that may launch in 2027. Snap has invested over $3 billion across 11 years developing augmented reality glasses and plans to launch its sixth-generation Specs in 2026, directly competing with Google’s timeline.
Ray-Ban Meta has captured mainstream imagination and catapulted smart eyewear into the spotlight, setting high expectations for competitors. Market projections show smart glasses sales growing from 8.8 million units in 2025 to nearly 14 million in 2026.
The smart glasses race has evolved into a battle for the smartphone’s successor, with tech giants recognizing that success depends on seamlessly blending cutting-edge technology with desirable fashion aesthetics—exactly what Google aims to achieve through its Gentle Monster partnership.
This $100 million acquisition follows Google’s initial partnership announcement with Gentle Monster at I/O 2025, where the South Korean brand was revealed as the first partner for AI smart eyewear collaboration with Android XR. The earlier partnership emphasized transforming smart eyewear into essential lifestyle fashion items, prioritizing both comfort and aesthetics while seamlessly integrating extended reality into daily life.