Canadian eyewear brand, KITS, is launching a true-crime podcast that uncovers a spooky scandal you never saw coming – the criminally overpriced eyewear industry.
The comedic podcast, Nothing To See Here: The Dark and Invisible Truth of the Eyewear Industry, follows a fictional host and producer as they uncover where all our glasses come from, and just what makes them so expensive. It is also a ferociously clever way to build appeal for the brand.
The characters are made up, but the facts are all too real. Over the three-episode series, listeners will learn that practically the entire eyewear industry is controlled by a single company, leading to eyewear that can be marked up by as much as 1,000%. What’s more, it debunks quality claims like Made In Italy, revealing that they’re little more than a marketing tactic intended to create the illusion of luxury.
“I worked on the inside of this industry for years. I’ve seen it with my own eyes. And anyone who’s worked at Big Eyewear will tell you how secretive everyone is about what goes on in there,” stated Roger Hardy, co-founder, chairman, and chief executive officer of KITS. “This podcast is a great way for us to give people the truth they deserve, and have a little fun along the way.”
Mr. Bronx, the audio post house sister of music house, Butter, produced the podcast, giving it a signature true crime sparkle that’s not to be missed. Beyond managing the record and mix, the houses also created custom Italian-inspired true crime backing tracks that make the story all the more eerie. What’s more, the character of Randall was voiced by Butter’s very own owner and chief creative officer, Andrew Sherman.
The podcast will be shared by over 400 influencers, including those in the infamous TikTok True-crime space such as @TrueCrimeKari and True Crime Kourt (21 billion views).
Those who make it to the end of the series will uncover a secret giveaway from KITS – a free pair of glasses (without the criminal mark-up).
The series will be accompanied by cloak-and-dagger teaser artwork called Ransom notes meet MOMA inspired by the genre and can be found on popular music platforms like, Spotify, Apple Music etc.
