A stunning outfit is never truly complete without the perfect pair of shades to top it off and tie it all together. Shaded by Soso is the ultimate accessory needed to elevate any look. Founded by Isoken Obaseki in July 2023, the brand’s journey began nearly a year prior in August 2022 where she attended an invest fest event with a friend. Surrounded by so many talented Black entrepreneurs, Isoken felt a spark to create something uniquely her own.
Driven by her newly found passion, she dedicated herself to researching and exploring various brands, testing the durability, and refining every detail to craft a brand that embodies style and great quality. Shaded by Soso derived from Isokens own personal journey with her identity. A close friend often struggled to pronounce her name, which is a Nigerian name and means “content with my destiny”, leading her to the nickname “Soso”, but the name carries a playful double entendre. Isoken admits that she’s known for “throwing shade”, making this name the perfect choice for her sunglasses brand.
Her target audience? The stylish, confident man or woman who loves getting dressed up, looking nice and simply enjoying life. Whether they are heading to lunch, or going to a holiday work party, there’s something for everyone with Shaded by Soso. When it comes to styling shades, Isoken believes it’s all about finding frames that suit your face. What flatters someone else, may not necessarily work for you. She encourages customers to visit sunglass stands or stores like Sunglass Hut to experiment with different styles until they find their perfect match. She does this herself as well!
According to Shaded by Soso, every wardrobe should include three sunglass essentials: An everyday pair that’s versatile and easy to pair with anything, a bold statement pair that pops and stands out, and a neutral pair with a subtle pattern that’s perfect for balancing out any outfit.
Isoken is deeply involved with her brand, working with suppliers to develop unique designs, and personally naming each pair of shades. Isoken states the names are often inspired by music and how she wants them to make others feel when they wear them. Her collection is entirely unisex, boasting around 40 distinct styles. All Shaded by Soso sunglasses also ensure UV protection, reflecting the brand’s commitment to not only style, but safeguarding your eyes from the sun.
For Isoken, the biggest challenge in building her brand has been increasing awareness and getting her name out there. However, she’s embraced the process and finds peace and hope in knowing she’s doing everything she possibly can. Patience and faith have been her guiding principles, and she’s confident that she will reach the right audience naturally and they will gravitate towards her work.
One of Isokens most recommended styles and one of her personal favorites is the “Heavy Weight”, a striking pair of thick, brown frames that make a bold, first- class statement. Another standout design and fan favorite are the “Élégance”, named with a French flair to embody luxury and sophistication. These frames are available in black, marble, and green marble, featuring gold accents on the side, adding a touch of elegance to your look!
This year has been especially exciting for Shaded by Soso as the brand made its first debut featured in its first film and had the honor of gifting a pair of shades to the iconic Tabitha Brown. The sunglasses complemented Tabitha’s aesthetic and aura perfectly, and she absolutely loved them. Shaded by Soso dreams of collaborating with Usher and H.E.R. in the future, as both artists are known for their love of sunglasses. Isoken believes her designs would align seamlessly with their signature styles.
Isoken envisions Shaded by Soso becoming the go-to eyewear brand for stylists and professionals in the entertainment industry. From TV shows and movies to music videos and red- carpet events, Shaded by Soso aims to be the must-wear eyewear brand that everyone dreams of accessorizing with.
Through Shaded by Soso, Isoken isn’t just selling shades, she’s creating an experience for individuals who value style, self- expression, and confidence!
Photo Credit: Courtesy of Shaded by Soso
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