Sunglasses. Coming soon. That's it.
Built for where you're going, not where you're at.
The Founder Story
I'm Adam, and I'm the founder of industri.
Towards the end of 2025 I got fired from a company I'd given 18 years of my life to.
Monday afternoon. Teams meeting. Two grey corporate faces staring back at me - two faces representing everything I don't want to become. "As of immediately, your contract will now be terminated."
You know what I felt? Nothing. Absolutely nothing. Just emptiness.
But let's rewind.
Where I come from
I grew up in St. Helens. Typical northern, working class upbringing. Since then it's been Salford, Manchester, Warrington, Bolton. The North West is in my bones - football, music, fashion, fitness, grey skies and industrial landscapes.
Northern grit: keep your head down, work hard, maybe things work out.
I never quite fit the mould. Never really felt like I fitted in, and never knew what I wanted to do with my life.
The 9-5 trap
For 23 years I did what you're supposed to do. Fell into the corporate 9-5, not because I loved it but because that's what you do. Find a steady job. Pay the bills. Survive.
Survive is exactly what I did. Never earned much - just enough for the rent or mortgage and bills with little left over. Maybe you know the feeling. That debt that never shrinks no matter how many hours you put in. Working harder but never getting ahead, sometimes picking up a second job as a PT to bring in a bit more and help move industri along quicker. Training's still a big part of my life, and a passion that's never gone anywhere.
Two decades wondering if this was it.
What does freedom even look like? Financial freedom. Working from anywhere. An hour more with the kids. Buying something nice without that voice in your head doing the overtime maths. Whatever your version of freedom looks like, you won't get there doing what you've always done.
Why sunglasses
Everybody looks cool in a good pair of sunglasses. You know it's true. When you picture your dream life - yachts in Monaco, clubs in Ibiza, shopping in Milan, beaches in Bali - you're wearing sunglasses, aren't you?
There's something ironic about starting a sunglasses brand under these eternal grey skies. But that's the point. We're not designing for where we are. We're designing for where we're going.
Also - I could never find a pair that properly fit. My brother used to tell me I had a little pea head. He might've had a point. So I decided to make my own.
What industri actually is
industri didn't start the day I got fired. It's been six years in the making - built piece by piece whenever I had the time, or more importantly, whenever I'd saved enough to take the next step.
The firing wasn't the end. It was the beginning.
industri isn't just about sunglasses. I'd like it to be a symbol of what can be built in the background, the late nights, the work nobody sees yet.
industri is for anyone working a job they don't love while building something they do.
See Beyond the Ordinary. That's the whole thing, really. The life you're working toward isn't a fantasy - it's a promise you're keeping to yourself.
Where I am now
I'm 42, recently unemployed, with a mortgage and a head that may or may not be smaller than average. For the first time in decades, I'm betting on myself instead of a company that saw me as expendable after 18 years.
This is just the start.
See Beyond the Ordinary.
Adam
About industri
Born under the eternal grey skies of England's industrial North West, industri is a sunglasses brand built for those who refuse to accept the 9-5 treadmill as the limit of their potential. industri came from watching talented, ambitious people who knew they were capable of more but felt trapped by circumstance. This brand represents the vision that drives you forward: the unshakeable belief that you're destined for something bigger than just working that dead end job you dread waking up for.
These aren't just sunglasses; this brand we're building is a symbol of the freedom you're working towards, proof you don't have to conform to someone else's idea of what life should look like. Chase your own dreams, not someone else's. industri understands that real success isn't measured by your job title or how well you follow someone else's rules - it's about what you build when the day job's done, what keeps you up at night, and the conviction that freedom isn't a fantasy.
This brand is inspired by a lot of different things - the places I've lived, the people I've met, football, fashion, fitness, and music, house especially. Nights out in Manchester and Liverpool were a regular thing growing up, and still are today - massive warehouse raves, small dark basements, carrying the night on as long as possible. That's stuck with me more than anything else, and it's still in everything this brand does.
When you wear industri, you're not just protecting your eyes from the sun; you're signalling that you see beyond the ordinary to a life lived on your terms. It doesn't matter what you're building - a business, your fitness, a better version of yourself, whatever you're chasing - as long as you're moving forward, this is the place for you. You're not alone.
This isn't just about eyewear. It's the vision of the life you're chasing.
Welcome to industri. See Beyond the Ordinary.